Hearing the Voice of the Market: Competitive Advantage Through Creative Use of Market Information
Harvard Business School Press, 1991 - 294
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.
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