T
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fact that relatively few companies have a dedicated market intelligence
practice in place is most probably due to a couple of misconceptions about the
exact nature of this activity, as well as its consequences. Decision makers
might find the outcomes of market insights inevitably unreliable, not worth the
expenses, or too cumbersome a process to have resources focused on it.
In
this chapter we will discuss the most common of these misconceptions or
‘myths’, and along the way we will show how some fair level of market insights
could be built easily and at virtually no cost, as a valuable input for the
market decisions corporations make.
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