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The handbook of market intelligence : : understand- compete and grow in global markets

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內容簡介top The Handbook of Market Intelligence 簡介 his 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.?br />arlos Jose Fonseca, SVP/Group Head Global Marketing Strategy, Planning and Analytics, MasterCardorward looking market understanding is what any CEO needs for securing successful business today and into the future. But how does one manage that in a global organization with thousands of employees? This book neatly lays out the steps to turn systematic Market Intelligence from an ideal to everyday reality.?br />?b>Harri Kerminen, former President and CEO, Kemiraee used GIA Key Success Factors (KSFs) framework as wee analyzed our own Intelligence function. It is a very easy way to allow your function to become self-aware, identify your gaps and then build your capabilities in an on-purpose fashion.?br />?b>Phil Britton, Market Intelligence Lead, Competitive Strategies Group, Best Buyhe authors have presented a diverse look at Market Intelligence based on their experiences garnered from consulting projects with many firms around the globe. The book combines theoretical issues underlying Market Intelligence with proven real-life case examples. The book projected trends in Market Intelligence towards 2015 give lots of food for thought. This professional book would be a good addition to the library of any Market Intelligence practitioner and those who are involved in strategic planning.?br />?b>Dr David Blenkhorn, Ph.D., Wilfrid Laurier University, Waterloo, Ontario, Canadan my experience, there no shortage of books that advise the reader on analysis techniques and the correct phases of a solid intelligence process. What Ie been missing so far is an umbrella view that addresses all elements of Market Intelligence development in a structured and approachable fashion. This book provides that.?br />?b>Henning Heinrich, Vice President Market Intelligence, T-Systems Internationalomprehensive, practical, to the point; a must read for any strategy, marketing and intelligence director!?br />?b>Anders Marvik, Vice President, Corporate Strategy, Statoil

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