LEADER 04120nam 2200697 450 001 9910825045403321 005 20230130132646.0 010 $a1-119-20808-4 010 $a1-118-92360-X 010 $a1-118-92361-8 035 $a(CKB)3710000000114172 035 $a(EBL)1691995 035 $a(SSID)ssj0001194078 035 $a(PQKBManifestationID)11780649 035 $a(PQKBTitleCode)TC0001194078 035 $a(PQKBWorkID)11147632 035 $a(PQKB)11260381 035 $a(DLC) 2014014559 035 $a(Au-PeEL)EBL1691995 035 $a(CaPaEBR)ebr10874746 035 $a(CaONFJC)MIL613389 035 $a(OCoLC)880147770 035 $a(CaSebORM)9781118923603 035 $a(MiAaPQ)EBC1691995 035 $a(EXLCZ)993710000000114172 100 $a20140605h20112014 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe handbook of market intelligence $eunderstand, compete and grow in global markets /$fHans Hedin, Irmeli Hirvensalo, Markko Vaarnas 205 $aSecond edition. 210 1$aWest Sussex, England :$cJohn Wiley & Sons,$d2014. 210 4$dİ2014 215 $a1 online resource (289 p.) 300 $aDescription based upon print version of record. 311 $a1-118-92362-6 320 $aIncludes bibliographical references and index. 327 $aPreface 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 -- How to develop an existing market intelligence program for greater impact -- Measuring the impact of mi -- Trends in market intelligence -- Index. 330 $a"This book provides a very useful and practical framework to guide the development of a Market Intelligence function that serves as a tool for competitive advantage. The use of multiple and diverse business cases helps readers to understand the implementation of key concepts and provides a set of practical lessons to facilitate this important journey for any organization."-Carlos Jose Fonseca, SVP/Group Head Global Marketing Strategy, Planning and Analytics, MasterCard "Forward looking market understanding is what any CEO needs for securing successful business today and i 410 0$aWiley UBCM ebooks. 606 $aBusiness intelligence 606 $aMarketing research 606 $aBusiness intelligence$vCase studies 606 $aMarketing research$vCase studies 615 0$aBusiness intelligence. 615 0$aMarketing research. 615 0$aBusiness intelligence 615 0$aMarketing research 676 $a658.8/3 700 $aHedin$b Hans$01618326 702 $aHirvensalo$b Irmeli 702 $aVaarnas$b Markko 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910825045403321 996 $aThe handbook of market intelligence$93949970 997 $aUNINA