Embedding market intelligence into key business processes

Susan Toner and Andrea Goldberg

This paper outlines the ways market intelligence has been used to help transform the marketing function within the IBM Corporation.

Embedding Market Intelligence into Key Business Processes

Andrea GoldbergMarket Insights & Analysis, United States

Susan TonerPrimary Research, IBM Corporation, United States

HOW DOES MARKET INTELLIGENCE SUPPORT MARKETING?

The Marketing framework currently...

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