Creating Market Insight (ePub)

"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.