Market Intelligence jako program wsparcia procesów decyzyjnych we współczesnym przedsiębiorstwie
Market Intelligence as a Support Program for the Decision-Making Process in the Modern Enterprise

Author(s): Bogdan Gregor, Magdalena Kalińska-Kula
Subject(s): Economy, Business Economy / Management, ICT Information and Communications Technologies
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: marketing; market knowledge; efficient system of gathering information; market intelligence; technological development; globalization; business management
Summary/Abstract: The monograph discusses the role of information and the knowledge of markets and marketing in the management of a business organisation. The contemporary business environment is characterized by uncertainty and complexity. Companies wishing to minimise operational risk must have an efficient system for gathering information and be able to transform the collected data into knowledge. The management process in a business organisation is supported by market intelligence – a practical set of activities designed for the efficient gathering of information about the market and its participants. The publication is of a theoretical and empirical character. The authors, focusing on theoretical studies and empirical research results conducted in enterprises, explain the essence and specify the role of market intelligence in creating useful knowledge needed to support managerial decisions in contemporary business organisations. The book is intended for academics and researchers dealing with knowledge management and new technologies, as well as for economic practitioners. It can also be used in didactics, on different levels of studies, when introducing a more detailed discussion on knowledge management, market and marketing research.

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