The Handbook of Market Intelligence

Hans Hedin 지음

Wiley 2014년 05월 16일 출간

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ldquo;This book provides a very useful and practical framework to guide the development of a Market Intelligence function that serves as a tool for competitive advantage. The use of multiple and diverse business cases helps readers to understand the implementation of key concepts and provides a set of practical lessons to facilitate this important journey for any organization.rdquo;m-Carlos Jose Fonseca, SVP/Group Head Global Marketing Strategy, Planning and Analytics, MasterCardldquo;Forward looking market understanding is what any CEO needs for securing successful business today and into the future. But how does one manage that in a global organization with thousands of employees? This book neatly lays out the steps to turn systematic Market Intelligence from an ideal to everyday reality.rdquo;m-Harri Kerminen, former President and CEO, Kemiraldquo;We've used GIA's Key Success Factors (KSFs) framework as we've analyzed our own Intelligence function. It is a very easy way to allow your function to become self-aware, identify your gaps and then build your capabilities in an on-purpose fashion.rdquo;m-Phil Britton, Market Intelligence Lead, Competitive Strategies Group, Best Buyldquo;The authors have presented a diverse look at Market Intelligence based on their experiences garnered from consulting projects with many firms around the globe. The book combines theoretical issues underlying Market Intelligence with proven real-life case examples. The book's projected trends in Market Intelligence towards 2015 give lots of food for thought. This professional book would be a good addition to the library of any Market Intelligence practitioner and those who are involved in strategic planning.rdquo;m-Dr David Blenkhorn, Ph.D., Wilfrid Laurier University, Waterloo, Ontario, Canadaldquo;In my experience, there's no shortage of boo

목차

Preface to the Second EditionAbout the AuthorsAbout Global Intelligence AlliancePart 1: Market Intelligence In Global OrganizationsChapter 1 Market Intelligence: Drivers and BenefitsChapter 2 Market Intelligence in Global Organizations: Survey Findings in 2013Part 2: Roadmap to World Class Market IntelligenceChapter 3 Key Success Factors of World Class Market IntelligenceChapter 4 Intelligence Scope &n- Determining the Purpose, Target Groups and Focus Areas of an Intelligence ProgramChapter 5 Intelligence Process &n- Turning Random Data into Meaningful InsightChapter 6 Intelligence Deliverables &n- Building a High-Impact Market Intelligence Product PortfolioChapter 7 Intelligence Tools &n- Collecting, Storing and Disseminating IntelligenceChapter 8 Intelligence Organization &n- The People and Resources that Generate the ImpactChapter 9 Intelligence Culture &n- Engaging the Organization in Market IntelligencePart 3: Market Intelligence for Key User GroupsChapter 10 Market Intelligence for Current Awareness Across the OrganizationChapter 11 Market Intelligence for Strategic PlanningChapter 12 Market Intelligence for Marketing, Sales and Account ManagementChapter 13 Market Intelligence for Innovation and Product Life Cycle ManagementChapter 14 Market Intelligence for Supply Chain ManagementPart 4: Developing World Class Market Intelligence ProgramsChapter 15 Implementing Market Intelligence ProgramsChapter 16 How to Develop an Existing Market Intelligence Program for Greater ImpactChapter 17 Measuring the Impact of MIChapter 18 Trends In Market IntelligenceIndex

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저자(글) Hans Hedin

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Hans Hedin has a strong track record in the area of Market/Competitive Intelligence consulting. He spends most of his time advising companies on setting up and further developing their corporate intelligence programs, while being a recognized speaker and workshop leader in the field of strategic Market Intelligence. He runs Market Intelligence (MI) Programs, Scenario Analysis workshops and Intelligence Analysis training coaching at GIA. Mr Hedin joined Global Intelligence Alliance in 2003, having previously worked in the consulting and banking industries and in the public sector.Irmeli Hirvensalo worked for GIA during the years 2001-2012 in a variety of positions ranging from process consulting and analysis to sales and strategic marketing. She is a regular presenter and lecturer about Market Intelligence topics in both commercial seminars and academic institutions. Since 2012, Hirvensalo has been developing MI processes as Market Insights Manager at Ahlstrom Corporation, a global high performance materials company.Markko Vaarnas is the CEO and co-founder of GIA Group, founded in 1995, and has been responsible for the general management and international business development of the group since the beginning. He has steered the development of the company from the ground up to an organization with offices around the world. Vaarnas is a frequent presenter at international seminars and training events, while also leading consulting projects in Europe, USA and Asia.