Making Intelligence Count
Sean A. MeehanInternational Institute of Management Development, Switzerland
WHY LEARN ABOUT MARKETS?
The rise of the market intelligence business continues unabated. Companies and their executives crave a more thorough understanding of customers expressed and latent needs, their decision making processes, product and service information search strategies, as well as competitors value propositions and capabilities. ESOMAR estimates that global market research expenditure in 1997 was almost $12 billion (an increase of 18% over 1996 and approximately doubling over the previous seven years). The European Union remains the largest market for research, accounting for 41% of the global...