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Competitive Intelligence For the Competitive Edge [NOOK Book]

Overview

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 ...
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Competitive Intelligence For the Competitive Edge

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Overview

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.
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Product Details

  • ISBN-13: 9780071394116
  • Publisher: McGraw-Hill Education
  • Publication date: 4/1/2000
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 336
  • File size: 2 MB

Meet the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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Table of Contents

Preface vii
Acknowledgments xi
1 Competitive Intelligence in a New Competitive Environment 1
2 Competitive Intelligence in a Marketing Research Context 21
Example 2-1 Evaluating and Quantifying Market Potential 24
Example 2-2 Evaluating the Effectiveness of a Competitor's Advertising 29
Example 2-3 Giving Business Away 32
Example 2-4 Intelligent Information in Cross Tabulations 37
3 Integrating Competitive Intelligence and Customer Satisfaction Research 45
Example 3-1 Detecting and Combating Changes in a Competitor's Marketing Strategy 48
Example 3-2 Profiting from Competing Products 52
Example 3-3 Quadrants and Gaps 55
Example 3-4 Event-Driven Satisfaction Research 71
4 Competitive Benchmarking 81
Example 4-1 Exploring Company Web Sites 88
Example 4-2 Benchmarking Research and Development Expenditures in the Cosmetic Industry 94
Example 4-3 Benchmarking Selling and Distribution Expenses in the Greeting Card Industry 105
Example 4-4 Designing and Interpreting Telephone Surveys to Obtain Benchmarking Information 116
5 Analyzing Text Data to Gain a Competitive Advantage 123
Example 5-1 Educating the Potential Customer 128
Example 5-2 Adapting Messages to Changing Times 144
6 Competitive Intelligence in a Strategic Environment 151
Example 6-1 The Electric Industry: No Longer Business As Usual 154
Example 6-2 Prospering in a New Business Environment 164
Example 6-3 The Demise of Centerior Energy 187
7 Reacting to an Unexpected Event 199
Example 7-1 A Strategic Focus on Growth 207
Example 7-2 Initial Analysis of an Unexpected Event 212
Example 7-3 Ongoing Monitoring Following an Unexpected Event 224
8 Competitive Intelligence as a Multifaceted Process 235
Example 8-1 Identifying a New Competitive Threat 239
Example 8-2 Strategy Development 254
9 Competitive Intelligence from a Global Perspective 277
10 Counterintelligence: The Other Side of the Competitive Intelligence Coin 295
Example 10-1 Enforcement of the Economic Espionage Act 304
Bibliography 309
Index 313
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