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| Tekijä: | Skyrme, D. J. |
| Otsikko: | Developing successful marketing intelligence: a case study. |
| Lehti: | Management Decision
1990 : VOL. 28:1, p. 54-61 |
| Asiasana: | MARKETING INFORMATION MARKETING RESEARCH INFORMATION NETWORK |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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