Hearing the Voice of the Market Author:Barabba, Vincent P. Barabba, Gerald Zaltman, Harvard Business School Press 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 meaning, will fail in today's competitive env... more »ironment. Hearing the Voice of the Market provides a detailed plan that enables managers throughout the organization to make more frequent and better market information.« less