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.

Autorentext

CHRIS WEST is Managing Director of Competitive Intelligence Services and author of a book on Market Research for Palgrave.

Inhalt

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 Appendix: The Competitive Intelligence Checklist