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

by Markko Vaarnas, Irmeli Hirvensalo, Hans Hedin
Released June 2014
Publisher(s): Wiley
ISBN: 9781118923627

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Book 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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    Table of contents

    1. Preface to the Second Edition
    2. About the Authors
    3. About Global Intelligence Alliance
    4. Part 1: Market Intelligence in Global Organizations
      1. Chapter 1: Market Intelligence: Drivers and Benefits
        1. Understand, Compete and Grow – The Decision-Maker’s Challenge
        2. Market Intelligence: Turning Data into Insight
        3. About This Book
      2. Chapter 2: Market Intelligence in Global Organizations: Survey Findings in 2013
        1. Introduction
        2. How the Survey Was Conducted
        3. State of Market Intelligence in Global Companies in 2013
        4. Industry Comparison
        5. Companies with World Class MI Functions
        6. Market Intelligence in B2B and B2C Companies
        7. Summary
    5. Part 2: Roadmap to World Class Market Intelligence
      1. Chapter 3: Key Success Factors of World Class Market Intelligence
        1. The World Class Market Intelligence Roadmap
        2. Summary
      2. Chapter 4: Intelligence Scope – Determining the Purpose, Target Groups, and Focus Areas of an Intelligence Program
        1. Introduction: Intelligence Scope as a Key Success Factor of Market Intelligence
        2. Getting Started: Determining the Scope of the Intelligence Program
        3. Continuous Development: Towards World Class Levels in Intelligence Scope
        4. Summary
      3. Chapter 5: Intelligence Process – Turning Random Data into Meaningful Insight
        1. Introduction: The Intelligence Cycle
        2. Getting Started: Developing the Intelligence Process
        3. Continuous Development: Towards World Class Levels in Intelligence Process
        4. Summary
      4. Chapter 6: Intelligence Deliverables – Building a High-Impact Market Intelligence Product Portfolio
        1. Introduction: Market Intelligence Deliverables as a Key Success Factor of Market Intelligence
        2. Getting Started: Developing an Optimized Market Intelligence Delivery Capability
        3. Continuous Development: Towards World Class Levels in Intelligence Deliverables
        4. Summary
      5. Chapter 7: Intelligence Tools – Collecting, Storing, and Disseminating Intelligence
        1. Introduction: Intelligence Tools as a Key Success Factor of World Class Market Intelligence
        2. Getting Started: Planning and Implementing an Intelligence Portal
        3. Continuous Development: Towards World Class Levels in Intelligence Tools
        4. Summary
      6. Chapter 8: Intelligence Organization – The People and Resources that Generate the Impact
        1. Introduction: Intelligence Organization as a Key Success Factor of World Class Market Intelligence
        2. Getting Started: Planning for an Optimized Intelligence Organization
        3. Continuous Development: Towards World Class Levels in Intelligence Organization
        4. Summary
      7. Chapter 9: Intelligence Culture – Engaging the Organization in Market Intelligence
        1. Introduction: Business Impact through an Intelligence Culture
        2. Getting Started: Planning for an Optimized Intelligence Culture
        3. Continuous Development: Towards World Class Levels in Intelligence Culture
        4. Summary
    6. Part 3: Market Intelligence for Key User Groups
      1. Chapter 10: Market Intelligence for Current Awareness Across the Organization
        1. Pulling in the “Must Know” While Keeping Out the “Nice to Know”
        2. Linking Market Monitoring to the Company Strategy
        3. Early Warning and Opportunity System
        4. Summary
      2. Chapter 11: Market Intelligence for Strategic Planning
        1. Challenges in Strategic Planning
        2. Strategic Decision Topics Demanding Market Intelligence Support
        3. Market Intelligence Deliverables to Support Strategic Planning
        4. Summary
      3. Chapter 12: Market Intelligence for Marketing, Sales, and Account Management
        1. Understanding the Customers and Competition
        2. Market Intelligence Deliverables to Support the Customer Processes
        3. Support Tools for the Customer Processes: Intelligence Portal and Market Monitoring
        4. Summary
      4. Chapter 13: Market Intelligence for Innovation and Product Life Cycle Management
        1. Innovation and Product Life Cycle Management
        2. Market Intelligence Needs in Innovation and Product Life Cycle Management
        3. Market Intelligence Deliverables to Support Innovation and Product Life Cycle Management
        4. Summary
      5. Chapter 14: Market Intelligence for Supply Chain Management
        1. Introduction
        2. Supply Chain Management Functions
        3. Market Intelligence Needs in Various SCM Functions
        4. Market Intelligence Deliverables to Support Supply Chain Management
        5. Summary
    7. Part 4: Developing World Class Market Intelligence Programs
      1. Chapter 15: Implementing Market Intelligence Programs
        1. The Challenge of a Newly Appointed Head of Market Intelligence
        2. “It’s Time to Modernize Our Market Intelligence Approach”
        3. The Market Intelligence Roadmap
        4. Initial Success Indicators
        5. So Now, How to Get There?
        6. One and a Half Years Later
        7. Towards World Class Levels
        8. Summary
      2. Chapter 16: How to Develop an Existing Market Intelligence Program for Greater Impact
        1. Benchmarking Market Intelligence for Global Best Practices
        2. Assessing the Status of Market Intelligence
        3. Learn, Plan – and Execute
        4. Summary
      3. Chapter 17: Demonstrating the Impact of Market Intelligence
        1. First Things First: Market Intelligence is Only Impactful When it is Used
        2. Return on Market Intelligence Investment – The Case for and Against Financial Calculations
        3. The Long-Term, Qualitative Benefits of Market Intelligence
        4. Summary
      4. Chapter 18: Trends in Market Intelligence
        1. Intelligence Scope
        2. Intelligence Process
        3. Intelligence Deliverables
        4. Intelligence Tools
        5. Intelligence Organization
        6. Intelligence Culture
        7. Summary
    8. Index
    9. End User License Agreement

    Product information

    • Title: The Handbook of Market Intelligence: Understand, Compete and Grow in Global Markets, 2nd Edition
    • Author(s): Markko Vaarnas, Irmeli Hirvensalo, Hans Hedin
    • Release date: June 2014
    • Publisher(s): Wiley
    • ISBN: 9781118923627