How to be a future shock absorber - integrated market intelligence in the business strategy process

DVL Smith and John Marinopoulos

This paper highlights the way a more strategic approach to marketing intelligence can dramatically improve ability to predict the future.

How to be a future shock absorber – integrated market intelligence in the business strategy process

David SmithIlluminas and University of Hertfordshire Business School, United Kingdom

John MarinopoulosStrategic Intelligence Group, Australia

SUMMARY

The purpose of this paper is to highlight the way in which a more strategic approach to marketing intelligence can dramatically improve our ability to predict the future. We believe that in order to take 'the shock out of the future', the professional marketing intelligence team – and this applies to individuals working on both the client and agency side – will need to be able...

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