Market sensing today / / Melvin Prince and Constantinos-Vasilios Priporas.
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 externa...
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| Superior document: | Marketing strategy collection, |
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| VerfasserIn: | |
| TeilnehmendeR: | |
| Place / Publishing House: | New York, New York (222 East 46th Street, New York, NY 10017) : : Business Expert Press,, 2015. |
| Year of Publication: | 2015 |
| Edition: | First edition. |
| Language: | English |
| Series: | Marketing strategy collection.
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| Online Access: | |
| Physical Description: | 1 online resource (xxvii, 172 pages) |
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Table of 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.