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| Author: | Wills, S. Williams, P. |
| Title: | Insight as a strategic asset - the opportunity and the stark reality |
| Journal: | International Journal of Market Research
2004 : VOL. 46:4, p.393-410 |
| Index terms: | Customers Knowledge Market research Strategic management |
| Freeterms: | Customer insight |
| Language: | eng |
| Abstract: | The paper focuses on the importance of customer insight as a strategic asset in addition to market research. The authors have three key messages: Customer insight is built from multiple sources of which market research is only a part. Customer insight is a strategic asset, as important to business as its IT. Customer insight must therefore be managed like a strategic asset. |
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