Creating Market Insight: How Firms Create Value from Market Understanding
"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:
Creating Market Insight is written for managers who need to need to create value in the real world.