The handbook of market intelligence : understand, compete and grow in global markets /
Hedin, Hans,author.
Hirvensalo, Irmeli,author.
Vaarnas, Markko,author.
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.
Business intelligence.
Marketing research.
Business intelligence
Marketing research
Handbook of market intelligence