Table of Contents
Chapter 1. Success, Strategy and Understanding.
What is success?
Success comes from strong strategy.
What does a strong marketing strategy look like?
What is this 'market' into which we're trying to gaininsight?
The importance of market understanding.
Chapter 2. The difficulty of gaining insight.
Market complexity is making it harder to create marketinsight.
Market turbulence is making it harder to create marketinsight.
The frequency of failure.
The failure of data analytics.
Chapter 3. How Well Do You Understand Your BusinessEnvironment?
The importance of self awareness.
Test your understanding.
Chapter 4. What Does Market Insight Look Like?
When is an insight not an insight?
A taxonomy of market insight.
The end in mind.
Chapter 5. What Do Real Managers Do to Understand theEnvironment?
Scanning is generally ad hoc, informal and unsystematic.
Scanning is embedded and hard to manage.
Scanning is typically under-resourced, unmeasured andunrewarded.
There are four major behavioural clusters of businessenvironment scanning.
Chapter 6. Understanding and Assessing the Complexity andTurbulence of a market.
What is a market?
Understanding market complexity.
A process for evaluating market complexity.
Understanding and evaluating market turbulence.
Combining the assessments of market complexity and marketturbulence.
Chapter 7. What is the best way to understand the businessenvironment?
Strengths and weaknesses of Analysts.
Strengths and weaknesses of Categorists.
Strengths and weaknesses of Monitors.
Strengths and weaknesses of Viewers.
The best way depends on the market.
Chapter 8. Putting it together - how firms createinsight.
Developing scanning capability to make sense of the businessenvironment.
From information to insight.
Chapter 9. From Insight to Value.
Starting point: what market insight do we have?
What does our market insight imply?
Does it make sense to act on our insight?
How can we ensure that our market insight is acted upon?
The causes of non-implementation.
Resolving inadvertent non-implementation.
Index of figures.
Index of Tables.