Creating Market Insight : How Firms Create Value from Market Understanding

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.