Implementing Market Intelligence Programs

This chapter discusses the key set up activities in the intelligence program implementation. These activities include intelligence analysis, action planning, intelligence product design and resource activation, intelligence tool development, intelligence program roll-out, internal marketing, and process maintenance. The chapter begins with an example from the challenge of a newly appointed head of MI while implementing intelligence program. It then suggests modernizing the market intelligence approach and provides a MI roadmap. Once the set up work has been completed and the intelligence program is up and running, it has been suggested for the ambitious head of MI to return to the roadmap, conducting an assessment of the achievements so far and setting goals for further MI development.