Description: Part I: Introduction. 1: Market orientation, product development and competitive advantage. Part II: Generating market intelligence. 2: The systematic generation of market intelligence. 3: Analysing consumers at the aggregate level. 4: Analysing consumers at the individual level. 5: Analysing distributors at the aggregate level 6: Analysing distributors at the organisational level. 7: Case: The generation of market intelligence in a medium-sized food company. Part III: Developing market responsiveness and profitability. 8: A framework for understanding market responsiveness. 9: Short- and medium-term product and process development. 10: Long-term development of firm and industry. 11: Developing supplier and customer relations. Part IV: Conclusion. 12: Market orientation and agriculture: summary, implications and research perspectives. References. Index.

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