Creating Market Insight
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Review
"...superb book...demonstrate how with some basic principles and processes you can create the market insight you need" (CPD Update, February 2009)
"...central to ensuring that you are targeting the right markets...comprehensive and full of carefully selected case studies" (Marketer, March 2009)
Product Description
"Brian Smith and Paul Raspin demonstrate a thorough and pragmatic approach to creating and applying sound market insight. Using numerous practical examples, learning points and provocative takeaways, they build on established strategic marketing principles to give you actionable knowledge you can apply your business to create lasting market advantage."
Beverley Dipper, Market Insight Manager, Microsoft UK Ltd
"I have no hesitation in saying buy this book. It will find a front and centre position in your bookshelf, with plenty of post–its marking pages that you will return to again and again."
Mark Irvine, Strategy Manager, De Beers Diamond Trading Company
"A readable and well–founded description of how to generate actionable customer insight and follow it through with passionate and consistent execution"
Dag Larsson Global Brand Insight Director, AstraZeneca
Creating Market Insight addresses the key strategic issue facing any company: How do we make sense of our market and find those precious nuggets of knowledge that lead to real competitive advantage?
Creating Market Insight:
- Explains how firms tailor their market scanning behaviour to work well in the special conditions of their market
- Describes the process through which data is translated first into information, and then knowledge
- Differentiates routine market knowledge from true insight and details how firms turn insight into value
- Provides a detailed, step–by–step process that enables the reader to emulate the success of insightful firms
Creating Market Insight is written for managers who need to need to create value in the real world.
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Most Helpful Customer Reviews
5 of 5 people found the following review helpful:
5.0 out of 5 stars
Does exactly what it promises,
By
This review is from: Creating Market Insight: How Firms Create Value from Market Understanding (Hardcover)
I bought this book on the strength of the comments on the cover by some very big firms and I wasn't disappointed.It's a comprehensive review of the subject followed by the findings of some heavyweight research at a couple of famous business schools, unlike many business books, so it's not just opinion. It's also not like any other book in the field, bridging the gap between gathering market data and actually using it. Probably the most striking thing about it is that it actually defines what market insight is, which I'd never seen before. I liked the fact that it was research-based with lots of "substance", but more important to me was the fact that it is peppered with little quotes and summaries so that if you want to skim the book you can still get a lot out of it. I also liked the fact it had lots of examples from all kinds of businesses. Given that I don't work in a huge consumer goods company, I appreciated the fact that their examples were very varied and that the answers didn't just involve spending millions on market research. Finally, I liked the flow-chart process for creating insight. What didn't I like? There's probably more in this book that I can use right away, but thankfully they've put lots of those "useful if you want to go deeper" bits into boxes that you can skip over. I'd have liked a "here's how to do it in 5 minutes" chapter, but then, as the authors point out, I'm being a bit naïve expecting "no pain, no gain". So overall, this book is definitely recommended if you work in marketing, market research, strategic planning or related areas. Market insight is a hot-topic in my business and I found that, having read this book, I've now got a good idea about how to actually get there.
2 of 2 people found the following review helpful:
5.0 out of 5 stars
Smith and Raspin combine academic rigor with practitioner insights,
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This review is from: Creating Market Insight: How Firms Create Value from Market Understanding (Hardcover)
I picked up this book from my local Borders store, and read most of it on my way home. It triggered many thoughts and I ended up taking notes. Why? Because I could find direct relevance to my work.The book has two strong pillars. First, it is clear that it is based on years of work carried out by Smith and Raspin as consultants. Second, it providers readers with many Aahh..moments, moments which carry applications for executives because they are concise, simple and offered at the end of each chapter. I have ended up recommending the book to many friends who work as managers in the industry and to my MBA students. Go ahead and buy this book, it will not only sit on your book shelf for many years, but you will also go through the pages many a times, finding relationships directly to you work.
2 of 2 people found the following review helpful:
5.0 out of 5 stars
A clear focus on marketing insight that is refreshing to find,
By
This review is from: Creating Market Insight: How Firms Create Value from Market Understanding (Hardcover)
There are many books on 'marketing' and the subject of how to get insight is sometimes just a chapter. Having known Dr Brian Smith for a number of years I was interested to read his latest offering and here the authors have focused the whole book on `gaining market insights'. They give some excellent new views on how to structure the gaining of customer/market insights albeit most relevant for larger complex organisations. The point made that this activity is about people and not systems, and synthesis and not only scanning is well taken. A book for any marketer that wants to get real about gaining market insights.
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