The Handbook of Market Intelligence

I was delighted to win a copy of the Handbook of Market Intelligence from a give-away by The Big Red Tomato Company. Having worked in charity marketing I’m very aware of the importance of Market Intelligence (Market Research or whatever you want to call it).

The first thing I noticed about this book is that it’s not at all directed at charities or the not for profit sector or even small businesses. This is very much a book for big business. Which isn’t to say that it isn’t at all useful if you work in a charity or small business, just that the approach will probably seem much more corporate than you might be used to and everything is on a much bigger scale.

Having said that, and also acknowledging that this is not an easy read, there is a lot to be learned from reading this book. It highlights the importance of understanding change and of being aware of the operating environment and feeding that awareness into information management and then decision making. The authors underline the importance of good market intelligence in enabling better decisions and emphasise the importance of good networking and efficient use of information and resources in creating the best market intelligence.

Then there’s a lot of in depth analysis of the market intelligence needs of large companies (including their local branches). There are a lot of case studies, graphs, tables and diagrams to help things along and it’s nicely produced and laid out (though there’s some grey boxes with black text, never a good idea). All in all a very good in depth guide to market intelligence for large companies, with lessons for smaller companies and not for profits too.

The Handbook of Market Intelligence by Hans Hedin, Irmeli Hirvensalo and Markko Vaarnas, published by Wiley

As ever, bold text contains hyper-links that take you to other web-pages where you can find out more.

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About julietwilson

This is my professional blogging account. My personal blog is Crafty Green Poet (http://craftygreenpoet.blogspot.com)

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