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Research papers

Embedding market intelligence into key business processes

This paper outlines the ways market intelligence has been used to help transform the marketing function within the IBM Corporation. Market intelligence provides the foundation for all decisions in the transformed end-to-end marketing process, from...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Andrea Goldberg, Susan Toner
September 19, 2004
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Citation

Goldberg and Toner (2004a, September 19). Embedding market intelligence into key business processes. ANA - ESOMAR. Retrieved March 25, 2023, from


https://ana.esomar.org/documents/embedding-market-intelligence-into-key-business-processes