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Record Nr. |
UNINA9910825045403321 |
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Autore |
Hedin Hans |
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Titolo |
The handbook of market intelligence : understand, compete and grow in global markets / / Hans Hedin, Irmeli Hirvensalo, Markko Vaarnas |
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Pubbl/distr/stampa |
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West Sussex, England : , : John Wiley & Sons, , 2014 |
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©2014 |
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ISBN |
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1-119-20808-4 |
1-118-92360-X |
1-118-92361-8 |
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Edizione |
[Second edition.] |
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Descrizione fisica |
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1 online resource (289 p.) |
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Disciplina |
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Soggetti |
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Business intelligence |
Marketing research |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Preface to the second edition -- About the authors -- About global intelligence alliance -- Market intelligence in global organizations -- Market intelligence : drivers and benefits -- Market intelligence in global organizations : survey findings in 2013 -- Roadmap to world class market intelligence -- Key success factors of world class market intelligence -- Intelligence scope : determining the purpose, target groups and focus areas of an intelligence program -- Intelligence process : turning random data into meaningful insight -- Intelligence deliverables : building a high-impact market intelligence product portfolio -- Intelligence tools : collecting, storing and disseminating intelligence -- Intelligence organization : the people and resources that generate the impact -- Intelligence culture : engaging the organization in market intelligence -- Market intelligence for key user groups -- Market intelligence for current awareness across the organization -- Market intelligence for strategic planning -- Market intelligence for marketing, sales and account management -- Market intelligence for innovation and product life cycle management -- Market intelligence for supply chain management -- Developing world class market intelligence programs -- Implementing market intelligence programs |
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-- How to develop an existing market intelligence program for greater impact -- Measuring the impact of mi -- Trends in market intelligence -- Index. |
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Sommario/riassunto |
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"This book provides a very useful and practical framework to guide the development of a Market Intelligence function that serves as a tool for competitive advantage. The use of multiple and diverse business cases helps readers to understand the implementation of key concepts and provides a set of practical lessons to facilitate this important journey for any organization."-Carlos Jose Fonseca, SVP/Group Head Global Marketing Strategy, Planning and Analytics, MasterCard "Forward looking market understanding is what any CEO needs for securing successful business today and i |
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