The Handbook of Market Intelligence: Understand, Compete and Grow in Global Markets

About the Authors xi

About Global Intelligence Alliance xi

PART 1 Market Intelligence In Global Organizations

1 Market Intelligence: Drivers and Benefits 3

2 Market Intelligence in Global Organizations: Survey Findings in 2011 21

PART 2 Roadmap To World Class Market Intelligence

3 Key Success Factors of World Class Market Intelligence 39

4 Intelligence Scope – Determining the Purpose, Target Groups, and Focus
Areas of an Intelligence Program 49

5 Intelligence Process – Turning Random Data into Meaningful Insight 63

6 Intelligence Deliverables – Building a High-Impact Market Intelligence Product Portfolio 73

7 Intelligence Tools – Collecting, Storing, and Communicating Intelligence 87

8 Intelligence Organization – The People and Resources that Generate the Impact 99

9 Intelligence Culture – Engaging the Organization in Market Intelligence 115

PART 3 Market Intelligence For Key User Groups

10 Market Intelligence for Current Awareness Across the Organization 127

11 Market Intelligence for Strategic Planning 141

12 Market Intelligence for Marketing, Sales, and Account Management 159

13 Market Intelligence for Innovation and Product Life Cycle Management 171

14 Market Intelligence for Supply Chain Management 185

PART 4 Developing World Class Market Intelligence Programs

15 Implementing Market Intelligence Programs 199

16 How to Develop an Existing Market Intelligence Program for Greater Impact 209

17 Trends in Market Intelligence Towards 2015 223

Index 237