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The Handbook of Market Intelligence. Understand, Compete and Grow in Global Markets. 2nd Edition

  • ID: 2766394
  • Book
  • Region: Global
  • 288 Pages
  • John Wiley and Sons Ltd
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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 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.
Harri Kerminen, former President and CEO, Kemira

We ve used GIA s Key Success Factors (KSFs) framework as we ve 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.
Phil Britton, Market Intelligence Lead, Competitive Strategies Group, Best Buy

The 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 s 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.
Dr David Blenkhorn, Ph.D., Wilfrid Laurier University, Waterloo, Ontario, Canada

In my experience, there s no shortage of books that advise the reader on analysis techniques and the correct phases of a solid intelligence process. What I ve 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.
Henning Heinrich, Vice President Market Intelligence, T–Systems International

Comprehensive, practical, to the point; a must read for any strategy, marketing and intelligence director!
Anders Marvik, Vice President, Corporate Strategy, Statoil

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Preface to the Second Edition vii

About the Authors ix

About Global Intelligence Alliance xi

PART 1 Market Intelligence in Global Organizations 1

1 Market Intelligence: Drivers and Benefits 3

2 Market Intelligence in Global Organizations: Survey Findings in 2013 21

PART 2 Roadmap to World Class Market Intelligence 51

3 Key Success Factors of World Class Market Intelligence 53

4 Intelligence Scope Determining the Purpose, Target Groups, and Focus Areas of an Intelligence Program 63

5 Intelligence Process Turning Random Data into Meaningful Insight 77

6 Intelligence Deliverables Building a High–Impact Market Intelligence Product Portfolio 87

7 Intelligence Tools Collecting, Storing, and Disseminating Intelligence 101

8 Intelligence Organization The People and Resources that Generate the Impact 115

9 Intelligence Culture Engaging the Organization in Market Intelligence 131

PART 3 Market Intelligence for Key User Groups 141

10 Market Intelligence for Current Awareness Across the Organization 143

11 Market Intelligence for Strategic Planning 157

12 Market Intelligence for Marketing, Sales, and Account Management 175

13 Market Intelligence for Innovation and Product Life Cycle Management 189

14 Market Intelligence for Supply Chain Management 203

PART 4 Developing World Class Market Intelligence Programs 215

15 Implementing Market Intelligence Programs 217

16 How to Develop an Existing Market Intelligence Program for Greater Impact 227

17 Demonstrating the Impact of Market Intelligence 241

18 Trends in Market Intelligence 253

Index 267

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Hans Hedin
Irmeli Hirvensalo
Markko Vaarnas
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