Competitive Intelligence

Overview

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, ...

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Overview

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.

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Product Details

  • ISBN-13: 9780749433123
  • Publisher: Kogan Page, Ltd.
  • Publication date: 11/1/2000
  • Pages: 263
  • Product dimensions: 6.02 (w) x 9.21 (h) x 0.65 (d)

Meet the Author

MICHELLE SCHOFFRO COOK, DNM, DAc, CNC, is a doctor of natural medicine, doctor of acupuncture, holistic life coach, biofeedback therapist, holistic nutritionist, energy medicine practitioner, and Reiki master. She is Director of Healing Body, Mind & Spirit, a holistic wellness center in Western Canada. Her columns appear in popular health magazines, and she is also the author of Healing Injuries the Natural Way. For more information on her work, visit www.energyeffect.com.

Cook is a founding partner of Global Trade Solutions, an International business development and strategy firm based in Calgary, Canada.

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Table of Contents

Acknowledgements
Introduction 1
1 Competitive intelligence 5
2 Setting up a competitive intelligence project 15
3 Finding the information you need 30
4 Sources of information 59
5 Online and electronic sources of information 83
6 Analysis: turning information into intelligence 116
7 Analysing you company through benchmarking 145
8 Presenting and using your findings 156
9 Technology tools and techniques 165
10 Legal and ethical considerations 175
11 Competing around the world 191
12 Setting up a competitive intelligence function 206
13 Counter-intelligence: protecting your company from competitors 219
14 Competitive intelligence in action 230
References 248
Index 249
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