HANDBOOK OF MARKET INTELLIGENCE

Market intelligence is the practice of gathering information about the market for a product or service to help an organization better plan its marketing tactics. The main goal of market intelligence is to improve the success of the product efficiently and at as low a cost as possible. This book provides an overview of the most important tools and concepts relevant to intelligence analysis for strategic decision making and also examines the client side perspective of market research and describes the pitfalls and problems when commissioning and briefing market research.

Print ISBN: 9781682502150 | $ 170 | 2016 | Hardcover

Contributors: Gernot Hinterleitner, Ulrike Leopold-Wildburger et al