search query: @author Skyrme, D. J. / total: 2
reference: 2 / 2
« previous | next »
Author: | Skyrme, D. J. |
Title: | Developing successful marketing intelligence: a case study. |
Journal: | Management Decision
1990 : VOL. 28:1, p. 54-61 |
Index terms: | MARKETING INFORMATION MARKETING RESEARCH INFORMATION NETWORK |
Language: | eng |
Abstract: | Marketing departments often overlook the importance of their models and expertise to internal services within the company. It is demonstrated how a model of marketing, based on value-chain analysis, can be applied internally to the development of the market function. The market intelligence function has been established within the UK subsidiary of a multinational computer company, using marketing techniques to research and "sell" the service to other departments inside. The value-activities of marketing - market understanding, strategy formulation, detailed planning and marketing operations - are discussed, and their role in the market intelligence function is considered. The management of the service is described and discussed. |
« previous | next »
SCIMA