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Market sensing today

Author: Melvin Prince
Publisher: New York, NY : Business Expert Press, 2015. ©2015
Series: Marketing strategy collection.
Edition/Format:   eBook : Document : English : First editionView all editions and formats
Database:WorldCat
Summary:
The concept and framework of market sensing was introduced by George Day more than 20 years ago into the strategic marketing literature and 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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Prince, Melvin.
Market sensing today.
New York : Business Expert Press, 2015
(OCoLC)907450692
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Melvin Prince
ISBN: 9781606499771 1606499777
OCLC Number: 919086061
Description: 1 online resource : illustrations.
Contents: 1. Continuities in market sensing theory / Melvin Prince and Constantinos-Vasilios Priporas --
2. Rethinking competitive analysis from a market sensing perspective / Dilip S. Mutum, Bang Nguyen, and T.C. Melewar --
3. Market sensing and competitive intelligence / Son K. Lam --
4. Market sensing and sense making using unstructured big data / Jerry Wind and Vincent Schiavone --
5. A strategic tool for market sensing: ZMET / James Forr, Alan Creedy, and Joseph Plummer --
6. Market sensing in practice with Google / Subroto Roy --
7. Market sensing, mind genomics, and health promotion / Gillie Gabay, Michael L. Kochman, and Howard Moskowitz --
8. Old good ideas can re-emerge with the new technology and imagination: lessons from the history of market sensing / Vincent Barabba --
Index.
Series Title: Marketing strategy collection.
Responsibility: Melvin Prince and Constantinos-Vasilios Priporas.
More information:

Abstract:

The concept and framework of market sensing was introduced by George Day more than 20 years ago into the strategic marketing literature and 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 opportunities and to design appropriate competitive strategies in order to remain successful in today's uncertain, rapidly changing, and hypercompetitive market. The present volume, Market Sensing Today, is essential reading in the marketing discipline, given the rapidly escalating innovative developments in market sensing techniques. This book of essays by acknowledged experts in the field fills an important knowledge gap and provides a realistic basis for strategy. It is replete with real-life examples of market sensing that illustrate actionable ideas for immediate impact that will improve organizational learning and accelerate growth. This book of contemporary tested and comprehensive concepts and methods grounded in diverse and rich experience is intended to stimulate creativity and insightful approaches for educators offering courses in strategy as well as for practitioners involved in crucial strategic decision making.

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