More than ever before, companies must listen to and correctly interpret the voice of the market. They must be fully attuned to the signals that come from customers, dealers, and competitors in order to make the right decisions. Firms that lose touch with the market, that either ignore or misinterpret its meaning, will fail in today's competitive environment. This book provides guidance on how managers may make better use of market information. It argues that market research on its own is not enough, and that an intelligent system of interpreting and using market research information is required.