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Creating Market Insight - How Firms Create Value from Market Understanding (Other digital)
Creating Market Insight - How Firms Create Value from Market Understanding (Other digital): Paul Raspin, Brian Smith
Creating Market Insight - How Firms Create Value from Market Understanding (Other digital): Paul Raspin, Brian Smith

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Creating Market Insight - How Firms Create Value from Market Understanding (Other digital)

Paul Raspin, Brian Smith

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"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.

General

Imprint: John Wiley & Sons
Country of origin: United States
Release date: September 2015
Authors: Paul Raspin • Brian Smith
Dimensions: 229 x 152 x 15mm (L x W x T)
Format: Other digital
Pages: 336
ISBN-13: 978-1-119-20778-8
Barcode: 9781119207788
Categories: Promotions
Books > Business & Economics > Business & management > Sales & marketing
Books > Business & Economics > Business & management > Sales & marketing > General
LSN: 1-119-20778-9

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