Hearing the voice of the market : competitive advantage through creative use of market information
著者
書誌事項
Hearing the voice of the market : competitive advantage through creative use of market information
Harvard Business School Press, c1991
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
More than ever before, companies must listen to and correctly interpret the voice of the market. They must be fully attuned to the signals that come from customers, dealers, and competitors in order to make the right decisions. Firms that lose touch with the market, that either ignore or misinterpret its meaning, will fail in today's competitive environment. This book provides guidance on how managers may make better use of market information. It argues that market research on its own is not enough, and that an intelligent system of interpreting and using market research information is required.
目次
- Part 1 The problem of market information and decision making
- when customers speak and firms don't hear
- the inquiry centre
- the true customers of market research. Part 2 Doing useful research
- the market research process
- research use technology. Part 3 Competent curiosity and playfulness
- intelligence - how we know we know
- structuring queries
- data - clues from the market. Part 4 Encountering analyses and breaking through biases
- knowledge and wisdom - entering the world of the information user
- implementing the inquiry centre concept
- learning.
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