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

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

Hans Hedin, Irmeli Hirvensalo, Markko Vaarnas

ISBN: 978-1-119-20808-2

Nov 2015

288 pages

Description

An important update to this roadmap for the development of a corporate intelligence program

Market intelligence is the distinct discipline by which organisations systematically gather and process information about their external operating environment in order to facilitate accurate and confident decision making that is based on insight. For companies to thrive in the global post-recession marketplace, their management needs future-oriented business information. The Handbook of Market Intelligence provides a one stop shop, step-by-step roadmap for establishing, conducting and further
developing corporate intelligence programs within an organisation and then shows how organisations can turn market data into actionable insights.

• Full of best practice advice from hundreds of real-life international case studies

• Outlines the anticipated future trends in Strategic Market Intelligence based on unique global survey data

• Provides guidance on extracting relevant, useful and accurate market information that can be used for successful business development

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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