TY  - BOOK
AU  - Hedin,Hans
AU  - Hirvensalo,Irmeli
AU  - Vaarnas,Markko
TI  - The handbook of market intelligence: understand, compete and grow in global markets 
SN  - 9781118923610
AV  - HD38.7 
U1  - 658.8/3 23
PY  - 2014///
CY  - Chichester, West Sussex
PB  - Wiley
KW  - Business intelligence
KW  - Marketing research
KW  - Case studies
KW  - Marketing
KW  - Recherche
KW  - �Etudes de cas
KW  - BUSINESS & ECONOMICS
KW  - Industrial Management
KW  - bisacsh
KW  - Management
KW  - Management Science
KW  - Organizational Behavior
KW  - fast
KW  - lcgft
KW  - rvmgf
N1  - Includes bibliographical references and index; 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
N2  - "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 into the future. But
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208082
ER  -