Hearing the Voice of the Market: Competitive Advantage Through Creative Use of Market Information
Hearing the Voice of the Market provides a detailed plan that enables managers throughout the organization to make more frequent and better use of market information. The book shows managers how to develop the two capabilities that distinguish the successful, market-oriented firm–competent curiosity, and competent knowledge use. The two are closely linked: inadequate information cannot be used well, and sound information is wasted if it … [ Read more ]
Content: Book | Authors: Gerald Zaltman, Vincent P. Barabba | Subjects: Management, Market Research