Creating market insight : how firms create value from market understanding /: how firms create value from market understanding. ([2011?])

• Record Type: Book
• Further Information: Note: Dr. Brian D. Smith, Dr. Paul G. Raspin.
• Authors: Smith, Brian D (Brian David), 1961-; Raspin, Paul G
• Contents: ""Title Page""; ""Copyright Page""; ""Dedication""; ""Preface""; ""Acknowledgements""; ""Chapter 1 -- Success, strategy and understanding""; ""What is success?""; ""Success comes from strong strategy""; ""What does a strong marketing strategy look like?""; ""What is this 'market' into which we're trying to gain insight?""; ""The importance of market understanding""; ""Powerpoints""; ""Chapter 2 -- The difficulty of gaining insight""; ""Market complexity is making it harder to create market insight""; ""Market turbulence is making it harder to create market insight"" ""The frequency of failure""""The failure of data analytics""; ""Powerpoints""; ""Chapter 3 -- How well do you understand your business environment?""; ""The importance of self awareness""; ""Test your understanding""; ""Scanning mechanism""; ""Powerpoints""; ""Chapter 4 -- What does market insight look like?""; ""When is an insight not an insight?""; ""A taxonomy of market insight""; ""The end in mind""; ""Powerpoints""; ""Chapter 5 -- What do real managers do to understand the environment?""; ""Scanning is generally ad hoc, informal and unsystematic"" ""Scanning is embedded and hard to manage""""Scanning is typically under-resourced, unmeasured and unrewarded""; ""There are four major behavioural clusters of business environment scanning""; ""Powerpoints""; ""Chapter 6 -- Understanding and assessing the complexity and turbulence of a market""; ""What is a market?""; ""Understanding market complexity""; ""A process for evaluating market complexity""; ""Understanding and evaluating market turbulence""; ""Combining the assessments of market complexity and market turbulence""; ""Powerpoints"" ""Chapter 7 -- What is the best way to understand the business environment?""""Strengths and weaknesses of Analysts -- Analysts are insightful but can be ... ""; ""Strengths and weaknesses of Categorists -- Categorists are comprehensive but ... ""; ""Strengths and weaknesses of Monitors -- Monitors can identify major task ... ""; ""Strengths and weaknesses of Viewers -- Viewers may identify novelties but are unreliable.""; ""The best way depends on the market""; ""Powerpoints""; ""Chapter 8 -- Putting it together -- how firms create insight"" ""Developing scanning capability to make sense of the business environment""""From information to insight""; ""Powerpoints""; ""Chapter 9 -- From insight to value""; ""Starting point: what market insight do we have?""; ""What does our market insight imply?""; ""Does it make sense to act on our insight?""; ""How can we ensure that our market insight is acted upon?""; ""The causes of non-implementation""; ""Resolving inadvertent non-implementation""; ""Powerpoints""; ""References""; ""Index of figures""; ""Index of tables""; ""Index""
• Publisher Details: Chichester, West Sussex : John Wiley & Sons, Ltd
• Publication Date: 2011
• Copyright Date: 2008
• Extent: 1 online resource, illustrations
• Subjects: 658.802; Business; BUSINESS & ECONOMICS -- Marketing -- General; Business; Electronic books
• Languages: English
• ISBNs: 9781119995128; 1119995124
• Related ISBNs: 9780470986530
• Notes: Note: Includes bibliographical references and index.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.