Case: The Generation of Market Intelligence in a Medium-Sized Food Company

  • Klaus G. Grunert
  • Hanne Hartvig Larsen
  • Tage Koed Madsen
  • Allan Baadsgaard

Abstract

In chapters 3 to 6 we discussed various methods for generating market intelligence about consumer and distributor characteristics. In this chapter, we look at the way in which some of these methods were used in a Danish food company, and show which conclusions could be drawn on the basis of the intelligence generated (the case is described in more detail in Baadsgaard, Bisp, Brunsø, Grunert & Skytte, 1994).

Keywords

Sugar Marketing 

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Copyright information

© Kluwer Academic Publishers 1996

Authors and Affiliations

  • Klaus G. Grunert
    • 1
  • Hanne Hartvig Larsen
    • 2
  • Tage Koed Madsen
    • 3
  • Allan Baadsgaard
    • 1
  1. 1.MAPPThe Aarhus School of BusinessDenmark
  2. 2.Copenhagen Business SchoolDenmark
  3. 3.Odense UniversityDenmark

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