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The Market: Identify Trends at an Early Stage

In: Sales Excellence

Author

Listed:
  • Christian Homburg

    (Universität Mannheim)

  • Heiko Schäfer
  • Janna Schneider

Abstract

The focus here is on the identification of change and trends in the marketplace, representing an essential skill for any sales organization. The authors develop a model that considers change-related information in five different areas: The company’s own position in the market under review, Competitor behavior in the market under review, Customer behavior, General market characteristics, and Other environmental factors. As in other sections of the book, the authors lay out detailed approaches to tackling this information challenge.

Suggested Citation

  • Christian Homburg & Heiko Schäfer & Janna Schneider, 2012. "The Market: Identify Trends at an Early Stage," Management for Professionals, in: Sales Excellence, edition 127, chapter 14, pages 197-199, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-642-29169-2_14
    DOI: 10.1007/978-3-642-29169-2_14
    as

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