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.
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2 of 11 people found the following review helpful:
5.0 out of 5 stars
A superb resource that goes far beyond marketing,
By A Customer
This review is from: Hearing the Voice of the Market: Competitive Advantage Through Creative Use of Market Information (Hardcover)
For anyone interested in conducting research that will be used, this is an absolutely essential resource. A lot of claptrap has been written about knowledge use. In contrast, this is an extremely solid, scientific, helpful volume.
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
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First Sentence:
There is a basic concern shared by many in the business community: the creation of an environment in which managers throughout the firm are inquisitive about their markets, can satisfy their curiosity with appropriate market knowledge, and can make decisions rooted in this knowledge. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
new marketing myopia, analytical study team, inquiry center concept, probabilistic sample surveys, information process quality, market research function, knowledge disavowal, transaction barriers, knowledge loom, market intelligence system, market research staff, prejudicial language, product management team, formal market research, cost per use, perceived price, truth tests, inquiry centers, accountable management, viewing lens, operating task, positive synergy, action implications, value barriers, information hierarchy Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Gerald Zaltman, General Motors, General Proposition, Dryden Press, San Francisco, Displaying Data Storage of Research Information, Eastman Kodak, Translation of Needs, Consumer Research, John Wiley, Marketing Science Institute, Free Press, David Ogilvy, Vincent Millay, Basic Books, Century Blvd, Excellent Poor, Harper Boyd, Harvard Business Review, Harvard University Press, Knowledge Use Step, Los Angeles, Reinventing the Wheels, Theory Construction New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
There is a basic concern shared by many in the business community: the creation of an environment in which managers throughout the firm are inquisitive about their markets, can satisfy their curiosity with appropriate market knowledge, and can make decisions rooted in this knowledge. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
new marketing myopia, analytical study team, inquiry center concept, probabilistic sample surveys, information process quality, market research function, knowledge disavowal, transaction barriers, knowledge loom, market intelligence system, market research staff, prejudicial language, product management team, formal market research, cost per use, perceived price, truth tests, inquiry centers, accountable management, viewing lens, operating task, positive synergy, action implications, value barriers, information hierarchy Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Gerald Zaltman, General Motors, General Proposition, Dryden Press, San Francisco, Displaying Data Storage of Research Information, Eastman Kodak, Translation of Needs, Consumer Research, John Wiley, Marketing Science Institute, Free Press, David Ogilvy, Vincent Millay, Basic Books, Century Blvd, Excellent Poor, Harper Boyd, Harvard Business Review, Harvard University Press, Knowledge Use Step, Los Angeles, Reinventing the Wheels, Theory Construction New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 59
books:
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43
books
cite this book:
See all 43 books citing this book
- Marketing Management by C. Whan Park on 6 pages
- Marketing Research: Text and Cases by Harper W. Boyd on page 100, page 112, and page 187
- Theory Construction in Marketing: Some Thoughts on Thinking (Theories in marketing series) by Gerald Zaltman on page 202, and page 265
- Decision Making by Mescon Group on page 58, and page 133
- Social Theory and Social Structure by Robert K. Merton on page 75, and page 265
See all 59 books this book cites
- Meeting of the Minds: Creating the Market-Based Enterprise by Vincent P. Barabba on 6 pages
- Marketing Communication: A Critical Introduction by Richard Varey on page 124, page 248, and Back Matter
- Marketing Health Care into the Twenty-First Century: The Changing Dynamic (Haworth Marketing Resources) by William Winston on page 15, page 55, and page 117
- Surviving Transformation: Lessons from GM's Surprising Turnaround by Vincent P. Barabba in Front Matter, Back Matter (1), and Back Matter (2)
- Reputation Marketing by Joe Marconi on page 24, and Back Matter
See all 43 books citing this book
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