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| competitive intelligence in marketing: Proven Strategies in Competitive Intelligence Society of Competitive Intelligence Professionals, 2002-03-14 Tested-in-the-trenches competitive intelligence techniques used at today's top companies This book brings together the best thinking and practices in competitive intelligence (CI) currently being used at many of today's most successful companies. Featuring contributions from leading industry executives, it covers CI strategies across a wide range of business functions, including marketing and sales, market research and forecasting, product development, and teams. The only book on the subject offering a comprehensive view of CI, from the CEO down to the tactical CI team Numerous case studies vividly illustrating cutting-edge CI techniques in action |
| competitive intelligence in marketing: Market Intelligence Per V. Jenster, Klaus Solberg Søilen, 2009 Market Intelligence provides an overview of the most important tools and concepts relevant to intelligence analysis for strategic decision making. The book's focus is not only on competitors, but also on customers, suppliers, and a range of other stakeholders. It gives the reader tools used to analyze both micro and macro factors in the organization's environment to predict future outcomes better and to improve decision making. The field of competitive intelligence is studied by a diverse research community. Contributions to this field are made to aid States - on a national, regional, and local level - as well as to aid the military, non-profit organizations, and private companies. These contributions are mostly done in isolation, even though all these fields of study have much in common. The authors draw from these various fields and provide the essential insights to aid management thinking. |
| competitive intelligence in marketing: Competitive Intelligence, Analysis and Strategy Sheila Wright, 2014-07-10 The Holy Grail for most organisations is the successful attainment, and retention, of inimitable competitive advantage. This book addresses the question of how to leverage the unique intangible assets of an organisation: its explicit, implicit, acquired and derived knowledge. The refreshingly innovative concept of Intelligence-Based Competitive Advantage© is one which will eclipse the cost-driven and resource-reduction attitudes most prevalent in the first decade of this century. Tomorrow’s organisation will need to derive IBCA© through the expert execution of bespoke competitive intelligence practice, unique analytical processes, pioneering competitive strategy formulation, and timely execution of all three, if they are to succeed. This volume consists of insights from Competitive Intelligence practices at both country and organisational level, Competitive Analysis processes within the firm and within challenging sector and economic environments and Competitive Strategy formulation in profit, non-profit, real and virtual world contexts. It is essential reading for anybody wishing to gain a formal understanding of the practical and intellectual challenges which will face organisations in the future as they strive to achieve strategic foresight and Intelligence-Based Competitive Advantage. This book was originally published as two special issues of the Journal of Strategic Marketing. |
| competitive intelligence in marketing: Competitive Intelligence and Senior Management Joseph H. A. M. Rodenberg, 2007 In the fast-paced world of international business, competitive intelligence is necessary for the daily survival of small firms and national economies alike. In Competitive Intelligence and Senior Management, veteran consultant Joseph H. A. M. Rodenberg argues that business leaders should devote more of their time and attention to seeking out and interpreting information about competitors. This instructive volume offers tools that will help senior managers to increase their firms' competitiveness, carry out successful mergers and acquisitions, and avoid surprise attacks from corporate raiders and private equity firms. |
| competitive intelligence in marketing: The Manager's Guide to Competitive Marketing Strategies, Second Edition Norton Paley, 1999-04-30 The ability to think strategically is permeating every level of successful organizations - particularly among senior executives and line managers responsible for maintaining a competitive advantage for their products and services. Above all, Manager's Guide to Creative Marketing Strategies is a pragmatic examination of a 21st century manager. The second edition of this popular book will update you on the latest techniques for developing competitive strategies. It examines how to apply strategies and tactics in a confusing global mixture of hostile competitors, breakthrough technologies, emerging markets, fickle customer behavior, and diverse cultures. You will gain practical information about what strategy is, how competitive intelligence contributes to successful strategies - and how to put it all together. The book is an all-in-one resource for analyzing, planning, and developing competitive strategies, a workbook with checklists and forms, and a reference with numerous case histories. Features · |
| competitive intelligence in marketing: The Handbook of Market Intelligence Hans Hedin, Irmeli Hirvensalo, Markko Vaarnas, 2011-09-19 Product Description This resource gives readers a step-by-step roadmap for establishing, conducting, and further developing market intelligence programs within an organization, turning market data into actionable insights. It is full of best practice advice based on hundreds of real-life international case studies. The material is backed up by extensive global survey data, providing readers with benchmark data on how intelligence programs are being organized, operated, and resourced worldwide. From the vast amount of examples, the authors have distilled Six Key Success Factors for organizing future-oriented corporate intelligence programs. From the Inside Flap Global companies spend millions of dollars on conducting Market Intelligence each year. Yet only 10% have achieved Market Intelligence capabilities that are truly world class. Such companies enjoy much higher efficiencies in decision making and strong return-on-investment on their Market Intelligence budgets. What are their secrets? What can the other 90% do in order to ensure they have their Market Intelligence scope, processes, deliverables, tools, organization and culture right? Get an insider's look at how some of the world's most respected international companies use Market Intelligence. This book provides over 40 enlightening case studies from companies such as Cisco Systems, ABB, Dunkin’ Brands and Statoil, as well as findings from two global surveys on Market Intelligence programs and trends. It also features a step-by-step roadmap to help companies raise their intelligence ambitions, by using the six Key Success Factors outlined in the World Class Market Intelligence Framework developed by the authors. Readers will be able to implement the practical ideas immediately and drive the systematic development of their own world class market intelligence functions – as well as benchmark their own results against global best practices. |
| competitive intelligence in marketing: Competitive Intelligence Michelle Cook, Curtis W. Cook, 2000 Competitive intelligence and analysis are essential elements of any business' marketing strategy in today's competitive marketplace. In order to understand the business environment and make effective business decisions, you must gather and analyze information on your customers, suppliers, distributors and retailers as well as your competitors. Competitive Intelligence will show you, from an international perspective, how to plan, prepare and implement an efficient CI system. Advice is provided on time-saving, avoiding information overload, vital technological assistance, internet and electronic databases, setting up an Intelligence Library, data mining, budget constraints and legal considerations. |
| competitive intelligence in marketing: The Competitive Intelligence Playbook Fouad Benyoub, 2022-02-15 Do you believe that intelligence, not data, can shape better business decisions? Do you want to explore how to gather, analyze, and share competitive intelligence? Do you want to learn what it takes to build efficient competitive intelligence programs? Then The Competitive Intelligence Playbook is for you! In this book, you will find the main ingredients you need to take your competitive intelligence program to the next level. You will learn how to build, manage, and optimize your program. You will learn how to move your program from the tactical to the strategic level of your organization. Most importantly, you will learn how to extract the most business value from the program. Let the journey begin! |
| competitive intelligence in marketing: Competitive Intelligence C. West, 2001-09-19 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. |
| competitive intelligence in marketing: The New Competitor Intelligence Leonard M. Fuld, 1994-12-06 How to find and use the up-to-the-minute intelligence you need to win your fight for market share and glory! How do I analyze a private company's true costs? When does the competition plan to roll out its new product and in what quantity? What are our customers' long-term strategies? What new technologies or products does the competition have on its drawing boards? The New Competitor Intelligence shows where you can get the answers to these and most other questions you have about what the competition is up to. Learn, through easy-to-use techniques, how to analyze competitor information from the many print, database, and CD-ROM sources described in this book. Forget the Internet. Fuld has created an intelligence gold mine that will help you get all the business information you will ever need.- Al Ries Chairman, Trout & Ries Coauthor of Marketing Warfare and Positioning: The Battle for Your Mind A powerful and practical guide that will show any decision maker how to stay competitive in today's business world.- Herb Baum President and Chief Executive Officer Quaker State Motor Oil The New Competitor Intelligence unlocks the vaults of all the 'open' secrets of your competitors.- Domenico A. Fanelli, Managing Director AMA International Management Centre, Europe This book gives you practical, effective benchmarking tools all within your reach and your budget.- Philip B. Crosby Author of Quality Is Free and Completeness: Quality for the 21st Century |
| competitive intelligence in marketing: Market Sensing Today Melvin Prince, Constantinos-Vasilios Priporas, 2015-08-03 The concept and framework of market sensing was introduced by George Day more than 20 years ago into the strategic marketing literature—especially the philosophy of the market-driven organization. Market sensing can be considered an expression of a company’s capabilities to scan the external environment. It does this by using real time data and intelligence to understand business or uncertain changes, to meet the current and future needs of the market, increase customer value, and outperform competitors. Market sensing enables managers to resist complacency, as well as to exploit opportunities and to design appropriate competitive strategies in order to remain successful in today’s uncertain, rapidly changing, and hypercompetitive market. Market Sensing Today is essential reading in the marketing discipline, given the rapidly escalating innovative developments in market sensing techniques. This book of essays by acknowledged experts in the field fills an important knowledge gap and provides a realistic basis for strategy. It is replete with real-life examples of market sensing that illustrate actionable ideas for immediate impact that will improve organizational learning and accelerate growth. |
| competitive intelligence in marketing: The Manager's Guide to Competitive Marketing Strategies Norton Paley, 2006 HOW TO MAKE YOUR BUSINESS MORE PROFITABLE AND SUCCESSFUL THROUGH MARKETING. |
| competitive intelligence in marketing: Competitor Targeting Ian Gordon, 2002 Powerful weapons for waging and winning the business war Most books on competitive intelligence are full of vague theoretical constructs regarding information gathering and storage. This book, on the other hand, gets right down to the nitty-gritty, with proven techniques for identifying and laying waste to a company's most serious competitors. Readers learn why going on the offensive rather than just gathering information on competitors helps increase market share and shareholder value. And they get loads of practical advice and guidance on identifying the most serious competitors, flushing out competitors' secrets, using technology to advance a competitive initiative, creating strong allies, harvesting competitors' employees, staging a successful counter offensive when you've been targeted, and much more. Ian Gordon (Toronto, Canada) is President of Convergence Management Consultants, a leading strategic marketing consulting firm. He is a founding member of the Society of Competitive Intelligence Professionals, President of the Association for the Advancement of Relationship Marketing, and the former head of Ernst & Young's (Toronto) strategic marketing consulting practice. |
| competitive intelligence in marketing: Competitive Intelligence for Information Professionals Margareta Nelke, Charlotte Hakansson, 2015-01-15 Information professionals should be able to take a proactive role as a strategic partner in their organization's competitive intelligence. Their role needs to focus on the outside-in approach, based on their organization's strategic needs and objectives. Competitive Intelligence for Information Professionals explores the role of strategic information and intelligence in organizations, and assesses the values and needs of intelligence in organizations. The book provides guidance on how to work strategically with competitive intelligence, methods for monitoring and analysis and a process-oriented approach. Chapters include discussions on how news monitoring and competitive intelligence interact and how this offers opportunities for cooperation between different departments. Cases from the authors' own experiences when working with competitive intelligence in international corporations are also included. Competitive intelligence (CI) is a new area for Information professionals Offers perspectives on a new trend within the library and information sector Provides a comprehensive approach to CI |
| competitive intelligence in marketing: Competitive Intelligence Advantage Seena Sharp, 2009-10-19 A practical introduction to the necessity of competitive intelligence for smarter business decisions-from a leading CI expert and speaker In Competitive Intelligence Advantage, Seena Sharp, founder of one of the first Competitive Intelligence firms in the US, provides her expert analysis on the issues and benefits of CI for today's businesses. CI is critical for making smarter business decisions and reducing risks when formulating strategies, leading to more profits and fewer mistakes. This is a practical guide that explains what CI is, why data is not intelligence, why competitor intelligence is a weak sibling to competitive intelligence, when to use it, how to find the most useful information and turn it into actual intelligence, and how to present findings in the most convincing manner. Importantly, Sharp argues that businesses would benefit from shifting their perspective on CI from viewing it as a cost to viewing it as an investment that saves money and provides immediate value. Author Seena Sharp is a noted CI expert who established Sharp Market Intelligence in 1979 Addresses all the most common myths and misconceptions about CI Includes more than sixty examples of when to use CI Completely explains the ins and outs of CI, and why your company will act faster and more aggressively with CI Competitive intelligence is a management tool that is misunderstood and underestimated, yet results in numerous benefits. If you are a senior level executive or operate a business-and you aren't tapping the power of CI to improve your decision making-you are missing a potent advantage. |
| competitive intelligence in marketing: Using Artificial Intelligence in Marketing Katie King, 2019-02-03 Artificial intelligence (AI) is paving the way for the future of marketing and business transformation, yet many organizations struggle to know exactly how and where to integrate it. This book is the ultimate guide to embracing the opportunity that AI can bring for your marketing. With AI forecasted to boost global GDP by 14% by 2030, an efficient and sustainable AI marketing strategy is now essential to avoid losing the competitive edge. Using Artificial Intelligence in Marketing provides the definitive, practical framework needed for marketers to identify, apply and embrace the opportunity to maximize the results and business advancement that AI can bring. Streamlining efficiencies into every business practice, AI automates simpler, repetitive tasks with unrivalled accuracy, allowing sales and marketing teams to return their attention to where human interaction is most valuable: strategy, creativity and personal connection. Using Artificial Intelligence in Marketing outlines key marketing benefits such as accurate market research samples, immediate big data insights and brand-safe content creation, right through to the on-demand customer service that is now expected 24/7. It also explores the inevitable myths, concerns and ethical questions that can arise from the large-scale adoption of AI. This book is an essential read for every 21st century marketer. |
| competitive intelligence in marketing: Business and Competitive Analysis Craig S. Fleisher, Babette E. Bensoussan, 2007 Resource for companies to improve strategic planning and ensure they are implementing effective corporate strategy. bull; Presents a comprehensive range of methods to analyse the tools that analyse business, competitive data, and market information. bull; Consistent approach and detailed instructions allow for readers to implement strategy quickly and effectively. bull; Management consultants and strategy departments can use this book to make a case for the most effective method to apply to any problem. |
| competitive intelligence in marketing: Handbook on Decision Support Systems 2 Frada Burstein, Clyde W. Holsapple, 2008-01-22 As the most comprehensive reference work dealing with decision support systems (DSS), this book is essential for the library of every DSS practitioner, researcher, and educator. Written by an international array of DSS luminaries, it contains more than 70 chapters that approach decision support systems from a wide variety of perspectives. These range from classic foundations to cutting-edge thought, informative to provocative, theoretical to practical, historical to futuristic, human to technological, and operational to strategic. The chapters are conveniently organized into ten major sections that novices and experts alike will refer to for years to come. |
| competitive intelligence in marketing: Competitive Intelligence Larry Kahaner, 1997 In the first book designed for businesses of all sizes and managers at every level, Larry Kahaner explains the increasingly vital practice of competitive intelligence and how American companies can use it for success. With a wealth of case studies, Kahaner shows How to profile your competitors' executives to unmask their decision-making processes The line between legal and illegal or unethical activities How to protect your own company against your competitors' intelligence operations COMPETITIVE INTELLIGENCE is a practical guide to turning raw information into priceless knowledge and winning business strategy. |
| competitive intelligence in marketing: Strategic and Competitive Analysis Craig S. Fleisher, Babette E. Bensoussan, 2003 For Strategic Management courses. This book examines the techniques involved in analyzing business and competitive data and information including environmental analysis, industry analysis, competitor analysis, and temporal analysis models. |
| competitive intelligence in marketing: Competitive Intelligence C. West, 2001-09-19 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. |
| competitive intelligence in marketing: Super Searchers on Competitive Intelligence Margaret Metcalf Carr, 2003 Revealing their secrets for monitoring competitive forces and keeping on top of the trends, opportunities, and threats within their industries, this book presents 15 leading CI researchers and their hard-earned secrets. |
| competitive intelligence in marketing: Win/Loss Analysis Ellen Naylor, 2016-04 If your company is struggling, losing its visibility or failing in growth projections, you need Win/Loss Analysis. Woven throughout are steps to gather competitive intelligence and customer insight. With the guidance of this book, you will remove the guesswork and gain more business through Win/Loss Analysis. |
| competitive intelligence in marketing: Competitive Intelligence Conor Vibert, 2004 Responding to the needs of market researchers, business analysts, CI professionals, and others who understand and use the online information resources of the Internet, Vibert provides a structured set of frameworks to help solve business problems fast, successfully, and in real time. |
| competitive intelligence in marketing: Business and Competitive Analysis Craig S. Fleisher, Babette E. Bensoussan, 2015-01-12 Meet any business or competitive analysis challenge: deliver actionable business insights and on-point recommendations that enterprise decision makers can’t and won’t ignore! All you need is one book: Business and Competitive Analysis, Second Edition . This generation’s definitive guide to business and competitive analysis has now been thoroughly updated with additional methods, applications and examples. Craig S. Fleisher and Babette E. Bensoussan begin with a practical primer on the process and context of business and competitive analysis: how it works, how to avoid pitfalls, and how to communicate results. Next, they introduce their unique FAROUT method for choosing the right tools for each assignment. The authors then present dozens of today’s most valuable analysis methods. They cover “classic” techniques, such as McKinsey 7S and industry analysis, as well as emerging techniques from multiple disciplines: economics, corporate finance, sociology, anthropology, and the intelligence and futurist communities. You’ll find full chapters outlining effective analysis processes; avoiding pitfalls; communicating results; as well as drill-downs on analyzing industries, competitive positioning, business models, supply chains, strategic relationships, corporate reputation, critical success factors, driving forces, technology change, cash flow, and much more. For every method, Fleisher and Bensoussan present clear descriptions, background context, strategic rationales, strengths, weaknesses, step-by-step instructions, and references. The result is a book every analyst, strategist, and manager can rely on – in any industry, for any challenge. |
| competitive intelligence in marketing: Analysis Without Paralysis Babette E. Bensoussan, Craig S. Fleisher, 2012-09-17 Since the publication of the original edition, the importance of interpreting business data has become mission critical for professionals in all types of businesses. These professionals have discovered the benefits of business analysis to address their organizations most crucial strategic and tactical challenges. The Second Edition of this successful guide to business analysis, shows readers how to apply analytical tools without having to mire themselves in advanced math or arcane theory. Analysis Without Paralysis teaches readers the fundamentals of business analysis through the use of 12 core tools. Each tool will make the way readers assess and interpret their business’ data more effective, accurate, and actionable. Accessibly written, the authors walk readers through the entire business analysis process and then explain each of today’s most valuable analysis tools so business professionals will be able to make better decisions about their company’s strategy and operations--and achieve better results. The Second Edition includes three new analytical tools and updates all of the prior edition’s data and examples. For each tool, the authors present clear descriptions, context, rationales, strengths, weaknesses, step-by-step instructions, and case study examples. This title should be on any business manager’s shelf wanting to make better decisions using analysis. --UK Competitive Intelligence Forum (UK CIF) |
| competitive intelligence in marketing: Web Analytics Avinash Kaushik, 2007-07-30 Written by an in-the-trenches practitioner, this step-by-step guide shows you how to implement a successful Web analytics strategy. Web analytics expert Avinash Kaushik, in his thought-provoking style, debunks leading myths and leads you on a path to gaining actionable insights from your analytics efforts. Discover how to move beyond clickstream analysis, why qualitative data should be your focus, and more insights and techniques that will help you develop a customer-centric mindset without sacrificing your company’s bottom line. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file. |
| competitive intelligence in marketing: Win / Loss Reviews Rick Marcet, 2011-07-12 An effective framework for strengthening competitiveness by learning from past deals and applying insights derived from them. Every sales opportunity, whether won or lost, has useful nuggets of information that can be harvested and used to improve performance. When those pieces of information are aggregated, analyzed and made available for all to use, the organization’s competitive position is greatly enhanced. Reveals how to turn field sales teams, a mostly underutilized resource, into net producers of competitive intelligence Exposes new and unconventional approaches for gathering and democratizing sales insights for a broad stakeholder audience Presents a proven knowledge sharing model that is being adopted by major companies worldwide Win/Loss Reviews shows how every company can improve top and bottom line performance by systematically capturing the key insights from deals that have been won, lost or delayed. While the book talks to decision makers and business strategists, the principles and disciplines explored are aimed at bridging the flow of competitive intelligence between sales and marketing, simultaneously providing insights and line-of-site to the dynamics affecting business performance. |
| competitive intelligence in marketing: Competitor Intelligence Leonard M. Flud, 1985 Brings together sophisticated intelligence gathering techniques and sources for keeping informed on the marketing activities and products of business competition. Drawing on the author's years of research experience on assignment for top U.S. corporations, it reveals both traditional and creative methods for obtaining detailed insider information, such as marketing plans, plant capacity, distribution networks, and more, in an honest, ethical way. |
| competitive intelligence in marketing: Competitive Intelligence For the Competitive Edge Alan Dutka, 2000-04-22 Get a Leg up on Your Closest Industry Rival! With years of real-world business experience behind him, author Alan Dutka offers this compelling look at competitive intelligence--the process of collecting, analyzing, and acting upon information about your competitors and the competitive environment--and how it can improve your company's bottom line and give you a leading edge. Taking a true practitioner's approach, Competitive Intelligence for the Competitive Edge shows you how to integrate your business's operations--particularly marketing, advertising, and strategic planning--with the latest competitive intelligence techniques in order to achieve positive results in all areas. The author also: Reviews the latest tools and techniques for data gathering, storage, and analysis Provides helpful insight on information interpretation and dissemination of intelligence within a corporate structure Includes numerous real-life examples of using competitive intelligence techniques in actual business situations Offers important information on obtaining competitive intelligence information for the global marketplace Provides a list of resources for competitive intelligence information Competitive Intelligence for the Competitive Edge is a must-have for any business professional interested in launching a successful competitive intelligence program. About the Author Alan Dutka is President of National Survey Research Center, a marketing and opinion research company based in Cleveland, Ohio. He is a frequent lecturer for the American Marketing Association and for the Society for Competitive Intelligence. Mr. Dutka's other published titles include State of the Art Marketing Research, second edition, with Al Blankenship, and The AMA Handbook for Customer Satisfaction. |
| competitive intelligence in marketing: Internet Marketing Intelligence Edward Forrest, 2003 Table of contents |
| competitive intelligence in marketing: The Handbook of Market Intelligence Hans Hedin, Irmeli Hirvensalo, Markko Vaarnas, 2014-06-30 An important update to this roadmap for the development of a corporate intelligence program Market intelligence is the distinct discipline by which organisations systematically gather and process information about their external operating environment in order to facilitate accurate and confident decision making that is based on insight. For companies to thrive in the global post-recession marketplace, their management needs future-oriented business information. The Handbook of Market Intelligence provides a one stop shop, step-by-step roadmap for establishing, conducting and further developing corporate intelligence programs within an organisation and then shows how organisations can turn market data into actionable insights. • Full of best practice advice from hundreds of real-life international case studies • Outlines the anticipated future trends in Strategic Market Intelligence based on unique global survey data • Provides guidance on extracting relevant, useful and accurate market information that can be used for successful business development |
| competitive intelligence in marketing: The Secret Language of Competitive Intelligence Leonard M. Fuld, 2010 |
| competitive intelligence in marketing: Competitor Intelligence Leonard M. Flud, 1985-05-02 Brings together sophisticated intelligence gathering techniques and sources for keeping informed on the marketing activities and products of business competition. Drawing on the author's years of research experience on assignment for top U.S. corporations, it reveals both traditional and creative methods for obtaining detailed insider information, such as marketing plans, plant capacity, distribution networks, and more, in an honest, ethical way. |
| competitive intelligence in marketing: AI in Marketing, Sales and Service Peter Gentsch, 2018-10-22 AI and Algorithmics have already optimized and automated production and logistics processes. Now it is time to unleash AI on the administrative, planning and even creative procedures in marketing, sales and management. This book provides an easy-to-understand guide to assessing the value and potential of AI and Algorithmics. It systematically draws together the technologies and methods of AI with clear business scenarios on an entrepreneurial level. With interviews and case studies from those cutting edge businesses and executives who are already leading the way, this book shows you: how customer and market potential can be automatically identified and profiled; how media planning can be intelligently automated and optimized with AI and Big Data; how (chat)bots and digital assistants can make communication between companies and consumers more efficient and smarter; how you can optimize Customer Journeys based on Algorithmics and AI; and how to conduct market research in more efficient and smarter way. A decade from now, all businesses will be AI businesses – Gentsch shows you how to make sure yours makes that transition better than your competitors. |
| competitive intelligence in marketing: Competitive Intelligence Christopher Murphy, 2016-05-23 Every business manager needs intelligence to find suppliers, mobilize capital, win customers and fend off rivals. Obtaining this is often an unplanned, instinctive process. The manager who has a conscious, systematic approach to acquiring intelligence will be better placed to recognize and seize opportunities whilst safeguarding the organization against the competitive risks that endanger its prosperity - and sometimes even its survival. Christopher Murphy's Competitive Intelligence explains: ¢ the theory of business competition ¢ how companies try to get ahead of their rivals ¢ methods of research and sources of information that generate the raw material for creating intelligence ¢ analytical techniques which transform the mass of facts and opinions thus retrieved into a platform of sound, useable knowledge to support informed business decision making. The text includes plenty of examples and experiences from the author's own consulting experience. He draws on a wide variety of disciplines, including literary criticism (or how to read between the lines of company reports, announcements and media stories) and anthropology (understanding corporate culture), as well as the more obvious ones such as financial analysis, management theory and business forecasting techniques. This fusion of insights from many fields of expertise provides a very readable, practical and imaginative framework for anyone seeking to gather and make effective use of market and company data. While focused on the British business environment, the lessons drawn are of universal application, and examples are taken from across the globe. In addition a chapter is devoted to researching industries and companies in other countries. Although primarily concerned with commercial enterprises, many of the principles and techniques will also be of considerable practical relevance to managers in the public sector or not-for-profit organizations. Competitive Intelligence also provides a legal |
| competitive intelligence in marketing: Fast-Track Your Business Laura Patterson, 2020-01-28 In Fast-Track Your Business, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans. |
| competitive intelligence in marketing: Competitor Intelligence David Hussey, Per V. Jenster, 1999-01-26 Competitor Intelligence Turning Analysis into Success David Hussey and Per Jenster The seminal work of Michael Porter in the 1980s provided a conceptual basis to competitor analysis which has stood the test of time. The emphasis of his work, and of many books by other authors which followed it, has been on the why and what of competitor analysis. David Hussey and Per Jenster's book moves beyond this to the problems faced by organizations in applying the concepts at a practical level. It shows how real companies can use competitor intelligence and analysis in real situations. Three major strands are drawn out by this book, which shows how to: * obtain competitor information in a legitimate way * analyze information so that competitors can be better understood, and strategic options explored * develop ways of achieving competitive advantage which may move the organization ahead of others in the industry This book provides a comprehensive guide for marketing and planning practitioners, managers and management consultants, to enable them to improve the competitor information and intelligence available to their organizations, and to use it to gain advantages over the competition. The book goes beyond the broad concepts, and gives practical advice on how to obtain and use the necessary information, offers various analytical techniques and approaches, and shows how to develop strategies for both attack and defence. It includes numerous cameo examples, a case history of how an organization undertook competitor analysis in an industry with little coherent published information, worked examples of many of the methods suggested, as well as a number of case studies of various industry situations. The text builds on a sound conceptual foundation, and draws heavily on the authors' practical experience. |
| competitive intelligence in marketing: Database Marketing Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin, 2010-02-26 Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics. (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years. (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) The title tells a lot about the book's approach—though the cover reads, database, the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization. (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject. (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University) |
| competitive intelligence in marketing: Research Anthology on Strategies for Using Social Media as a Service and Tool in Business Management Association, Information Resources, 2021-05-28 Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool. |
COMPETITIVE Definition & Meaning - Merriam-Webster
The meaning of COMPETITIVE is relating to, characterized by, or based on competition. How to use competitive in a sentence.
COMPETITIVE | English meaning - Cambridge Diction…
COMPETITIVE definition: 1. involving competition: 2. wanting very much to win or be more successful than …
Competitive - definition of competitive by The Free Dicti…
1. involving or determined by rivalry: competitive sports. 2. (Commerce) sufficiently low in price or high in quality to be successful against …
COMPETITIVE Definition & Meaning - Dictionary.com
What does competitive mean? Competitive is most commonly used to describe a person who has a strong …
COMPETITIVE - Definition & Translations | Collins English …
Competitive is used to describe situations or activities in which people or companies compete with each other. 2. A competitive person is eager to …
COMPETITIVE Definition & Meaning - Merriam-Webster
The meaning of COMPETITIVE is relating to, characterized by, or based on competition. How to use competitive in a sentence.
COMPETITIVE | English meaning - Cambridge Dictionary
COMPETITIVE definition: 1. involving competition: 2. wanting very much to win or be more successful than other people: 3…. …
Competitive - definition of competitive by The Free Dictionary
1. involving or determined by rivalry: competitive sports. 2. (Commerce) sufficiently low in price or high in quality to be successful against commercial rivals. 3. relating to or …
COMPETITIVE Definition & Meaning - Dictionary.com
What does competitive mean? Competitive is most commonly used to describe a person who has a strong desire to compete and …
COMPETITIVE - Definition & Translations | Collins English Dicti…
Competitive is used to describe situations or activities in which people or companies compete with each other. 2. A competitive person is eager to be more successful …
