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Hearing the Voice of the Market: Competitive Advantage through Creative Use of Market Information
     

Hearing the Voice of the Market: Competitive Advantage through Creative Use of Market Information

by Vincent P. Barabba, Gerald Zaltman, Gerald Zaltman (With)
 
More than ever before, companies must listen to and correctly interpret the voice of the market. They must be fully attuned to the signals that come from customers, dealers, and competitors in order to make the right decisions at the right time. Firms that lose touch with the market, that either ignore or misinterpret its signals, will fail in today's competitive

Overview

More than ever before, companies must listen to and correctly interpret the voice of the market. They must be fully attuned to the signals that come from customers, dealers, and competitors in order to make the right decisions at the right time. Firms that lose touch with the market, that either ignore or misinterpret its signals, will fail in today's competitive environment.
Hearing the Voice of the Market provides a plan that enables managers throughout the organization to make more frequent and better use of market information. Vincent Barabba and Gerald Zaltman maintain that the competitive edge results more from how information is used than from who does or doesn't have it. Market research alone does not guarantee success; intelligent use of market research is the key to business achievement.

Editorial Reviews

Booknews
Barabba and Zaltmann maintain that the competitive edge results more from how information is used than from who does or doesn't use it, and show managers how to develop the capabilities that distinguish the successful, market-oriented firm. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

ISBN-13:
9780875842417
Publisher:
Harvard Business Review Press
Publication date:
11/28/1990
Pages:
250
Product dimensions:
6.54(w) x 9.54(h) x 1.03(d)

What People are Saying About This

George S. Day
In this pathbreaking book, the authors show that effective information use is at the heart of what it means for an organization to be market-driven. The mix of solid research and 'best practices' in leading firms is ideal for making a persuasive case. Managers will find the concept of an Inquiry Center to be a proven and practical way to get all functions involved in the continuing process of learning about markets.

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