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TECHNOLOGY: Business information systems

How much do you know about the market you operate in? It is a question that should be at the heart of any enterprise, as without this knowledge it is impossible to market your goods and services effectively to both existing and new customers. Information is power, none more so than in B2B marketing where understanding the market and the businesses you trade with is a prerequisite for long-term future prosperity.

In Sun Tzu's The Art of War, it is claimed that, 'to succeed in war, one must have full knowledge of one's own strengths and weaknesses as well as those of one's enemies'. Success in business requires the same knowledge.