Creating Market Insight: How Firms Create Value from Market Understanding - Hardcover

Smith, Brian D.; Raspin, Paul

Hardcover

ISBN 10: 0470986530 ISBN 13: 9780470986530

Publisher: Wiley, 2008

Synopsis

"Brian Smith and Paul Raspin demonstrate a thorough and pragmatic approach to creating and applying sound market insight.  Using numerous practical examples, learning points and provocative takeaways, they build on established strategic marketing principles to give you actionable knowledge you can apply your business to create lasting market advantage."

Beverley Dipper, Market Insight Manager, Microsoft UK Ltd

"I have no hesitation in saying buy this book. It will find a front and centre position in your bookshelf, with plenty of post-its marking pages that you will return to again and again."

Mark Irvine, Strategy Manager, De Beers Diamond Trading Company

"A readable and well-founded description of how to generate actionable customer insight and follow it through with passionate and consistent execution"

Dag Larsson Global Brand Insight Director, AstraZeneca

Creating Market Insight addresses the key strategic issue facing any company: How do we make sense of our market and find those precious nuggets of knowledge that lead to real competitive advantage?

Creating Market Insight:

• Explains how firms tailor their market scanning behaviour to work well in the special conditions of their market
• Describes the process through which data is translated first into information, and then knowledge
• Differentiates routine market knowledge from true insight and details how firms turn insight into value
• Provides a detailed, step-by-step process that enables the reader to emulate the success of insightful firms

Creating Market Insight is written for managers who need to need to create value in the real world.

About this title

About the Author

Dr Brian D Smith is a researcher, author and advisor in the field of competitive strategy. Working at Open University, Europe's largest business school, he has published over 100 books, papers and articles in this field. he works internationally with many companies including Pfizer, Olympus and the Economist.

Dr Paul Raspin specializes in working with executive and senior management teams to analyze business environments and develop effective business strategies. He is an active researcher and author in the field of strategic management. As a Director of Stratevolve, a niche strategy consultancy, he has consulted extensively in Europe and the US on developing competitive advantage.

From the Back Cover

Creating Market Insight addresses the key strategic issue facing any company: How do we make sense of our market and find those precious nuggets of knowledge that lead to real competitive advantage?

Creating Market Insight:

• Explains how firms tailor their market scanning behaviour to work well in the special conditions of their market
• Describes the process through which data is translated first into information, and then knowledge
• Differentiates routine market knowledge from the true insight and details how firms turn insight into value
• Provides a detailed, step-by-step process that enables the reader to emulate the success of insightful firms

Creating Market Insight is written for managers who need to create value in the real world.

"I have no hesitation in saying buy this book. It will find a front and centre position on your bookshelf, with plenty of post-its marking pages that you will return to again and again." - Mark Irvine

"Brian Smith and Paul Raspin demonstrate a thorough and pragmatic approach to creating and applying sound market insight. Using numerous practical examples, learning points and provocative takeaways, they build on established strategic marketing principles to give you actionable knowledge you can apply to your business to create lasting market advantage." - Beverley Dipper

"A readable and well-founded description of how to generate actionable customer insight and follow it through with passionate and consistent execution" - Dag Larsson

"This book is a practical and accessible guide that provides helpful techniques to manage the 'noise' in the business environment and get to the salient information that helps us to make sense of our market and enables us as business leaders to make properly informed decisions." - Andrew Reeves

From the Inside Flap

Based on years of research at two of Europe's to p business schools, Creating Market Insight looks at how successful firms gather information, turn it into insight and use that insight to create customer and shareholder value.

Using examples from every sector and firms such as Sky, Zurich, Cisco, Google, Nintendo, Tesco, Toyota, Yahoo and many others, the authors lead the reader through the methods great firms use to gain market insight and create competitive advantage. Creating Market Insight enables practising mangers to understand what market insight is, how to create it and how to use it.

Edition details

• Publisher: Wiley
• Publication date: 2008
• Language: English
• ISBN 10: 0470986530
• ISBN 13: 9780470986530
• Binding: Hardcover
• Edition number: 1
• Number of pages: 332