Designed for advanced business students, marketing research academics, practitioners and consultants this text provides guidance on how to master, apply, and disseminate knowledge of recent innovative developments in marketing research.
Designed for advanced business students, marketing research academics, practitioners and consultants this text provides guidance on how to master, app...
The concept and framework of market sensing was introduced by George Day more than 20 years ago into the strategic marketing literature - especially the philosophy of the market-driven organization. Market sensing can be considered an expression of a company's capabilities to scan the external environment. It does this by using real time data and intelligence to understand business or uncertain changes, to meet the current and future needs of the market, increase customer value, and outperform competitors. Market sensing enables managers to resist complacency, as well as to exploit...
The concept and framework of market sensing was introduced by George Day more than 20 years ago into the strategic marketing literature - especiall...
