Hearing the voice of the market : competitive advantage through creative use of market information
Author(s)
Bibliographic Information
Hearing the voice of the market : competitive advantage through creative use of market information
Harvard Business School Press, c1991
Available at 33 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
- 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.
by "Nielsen BookData"