Hearing the Voice of the Market: Competitive Advantage Through Creative Use of Market Information

by Vincent Barabba and Gerald Zaltman

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. Firms that lose touch with the market, that either ignore or misinterpret its meaning, will fail in today's competitive environment.

• Format: Hardcover
• Language: English
• ISBN: 0875842410
• ISBN13: 9780875842417
• Release Date: January 1990
• Publisher: Harvard Business Review Press
• Length: 294 Pages
• Weight: 1.65 lbs.
• Dimensions: 1.0" x 6.5" x 9.5"

Customer Reviews

A superb resource that goes far beyond marketing

For anyone interested in conducting research that will be used, this is an absolutely essential resource. A lot of claptrap has been written about knowledge use. In contrast, this is an extremely solid, scientific, helpful volume.