Creating market insight : how firms create value from market understanding

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Title:

Author:

Smith, Brian D. (Brian David), 1961-

ISBN:

9780470986530

Personal Author:

Smith, Brian D. (Brian David), 1961-

Publication Information:

Chichester, England ; Hoboken, NJ : John Wiley & Sons, c2008.

Physical Description:

ix, 318 p. : ill. ; 24 cm.

General Note:

Formerly CIP.

Contents:

Ch. 1. Success, strategy and understanding -- Ch. 2. The difficulty of gaining insight -- Ch. 3. How well do you understand your business environment? -- Ch. 4. What does market insight look like? -- Ch. 5. What do real managers do to understand the environment? -- Ch. 6. Understanding and assessing the complexity and turbulence of a market -- Ch. 7. What is the best way to understand the business environment? -- Ch. 8. Putting it together - how firms create insight -- Ch. 9. From insight to value.

Abstract:

"Creating Market Insight addresses the key strategic issue facing any company: How do we make sense of our market and find those precious nuggets of knowledge that lead to real competitive advantage?"--BOOK JACKET.

Subject Term:

Marketing -- Management.

Marketing -- Planning.

Problem solving.

Organizational effectiveness.

Added Author:

Raspin, Paul G.

Electronic Access:

Publisher description http://www.loc.gov/catdir/enhancements/fy0808/2008001326-d.html
Table of contents only http://www.loc.gov/catdir/enhancements/fy0808/2008001326-t.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025416005	658.802 S643C 2008	1	Searching... Unknown

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Summary

"Brian Smith and Paul Raspin demonstrate a thorough and pragmatic approach to creating and applying sound market insight. Using numerous practical examples, learning points and provocative takeaways, they build on established strategic marketing principles to give you actionable knowledge you can apply your business to create lasting market advantage."

Beverley Dipper, Market Insight Manager, Microsoft UK Ltd

"I have no hesitation in saying buy this book. It will find a front and centre position in your bookshelf, with plenty of post-its marking pages that you will return to again and again."

Mark Irvine, Strategy Manager, De Beers Diamond Trading Company

"A readable and well-founded description of how to generate actionable customer insight and follow it through with passionate and consistent execution"

Dag Larsson Global Brand Insight Director, AstraZeneca

Creating Market Insight addresses the key strategic issue facing any company: How do we make sense of our market and find those precious nuggets of knowledge that lead to real competitive advantage?

Creating Market Insight :

Explains how firms tailor their market scanning behaviour to work well in the special conditions of their market Describes the process through which data is translated first into information, and then knowledge Differentiates routine market knowledge from true insight and details how firms turn insight into value Provides a detailed, step-by-step process that enables the reader to emulate the success of insightful firms

Creating Market Insight is written for managers who need to need to create value in the real world.