Synopses & Reviews
In competitive markets the quality of the competitive strategy is now as important as the customer strategy in determining customer performance. All strategies require information and competitive strategies are no exception. As a result there is an existing and growing requirement for competitive intelligence. This book shows how to collect and analyze competitive intelligence, including the use of electronic resources, as part of a competitive strategy.
Review
"...extremely thorough in outlining the whys and how of this increasingly important arena...a good step towards competing and fairly. " --
HBS Working Knowledge
Synopsis
To beat your competitors you must know exactly what they are doing. It is impossible to put together a successful competitive strategy if you are unsure what your competitors are doing, what they plan to do or even who your competitors really are. As markets evolve even more rapidly and companies adapt their plans much faster, the demand for competitive intelligence has spiralled. Christopher West, an expert in the field, shows you how to collect, analyse and use competitive intelligence from a variety of sources, including the internet, and change your competitive strategy accordingly.
About the Author
Chris West is Managing Director of Marketing Intelligence Services.
Table of Contents
Competition * Intelligence * The Development of Competitive Intelligence * Framework for Competitive Analysis * Overview of Sources of Intelligence * Secondary Sources of Intelligence * Intelligence on the Internet * Primary Intelligence Collection Techniques * Market Research as a Source of Competitive Intelligence * Analysis * Verifying Intelligence * Competitive Intelligence Resources * The Intelligence Brief * Controlling the Intelligence Collection Process * Legal Factors and Ethical Guidelines * Processing and Distributing Intelligence * Measuring CI Effectiveness * Counter Intelligence * Deception and Misinformation