The handbook of market intelligence : understand, compete and grow in global markets / / Hans Hedin, Irmeli Hirvensalo, Markko Vaarnas
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| Autore: |
Hedin Hans
|
| Titolo: |
The handbook of market intelligence : understand, compete and grow in global markets / / Hans Hedin, Irmeli Hirvensalo, Markko Vaarnas
|
| Pubblicazione: | West Sussex, England : , : John Wiley & Sons, , 2014 |
| ©2014 | |
| Edizione: | Second edition. |
| Descrizione fisica: | 1 online resource (289 p.) |
| Disciplina: | 658.8/3 |
| Soggetto topico: | Business intelligence |
| Marketing research | |
| Persona (resp. second.): | HirvensaloIrmeli |
| VaarnasMarkko | |
| Note generali: | Description based upon print version of record. |
| Nota di bibliografia: | Includes bibliographical references and index. |
| Nota di contenuto: | 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 -- How to develop an existing market intelligence program for greater impact -- Measuring the impact of mi -- Trends in market intelligence -- Index. |
| Sommario/riassunto: | "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 |
| Titolo autorizzato: | The handbook of market intelligence |
| ISBN: | 1-119-20808-4 |
| 1-118-92360-X | |
| 1-118-92361-8 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910825045403321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Wiley UBCM ebooks.