Written from a practitioner's perspective, this book explains how to integrate a company's operations--particularly marketing, advertising, and strategic planning--with the latest competitive intelligence techniques in order to achieve positive results in all areas.
Sprache
Verlagsort
Zielgruppe
Maße
Höhe: 236 mm
Breite: 163 mm
Dicke: 22 mm
Gewicht
ISBN-13
978-0-8442-0293-8 (9780844202938)
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Schweitzer Klassifikation
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
1. Competitive Intelligence in a New Competitive Environment 2. Competitive Intelligence in a Marketing Research Context 3. Integrating Competitive Intelligence and Customer Satisfaction Research 4. Competitive Benchmarking 5. Analyzing Text Data to Gain a Competitive Advantage 6. Competitive Intelligence in a Strategic Environment 7. Reacting to an Unexpected Event 8. Competitive Intelligence as a Multifaceted Process 9. Competitive Intelligence from a Global Perspective 10. Counterintelligence: The Other Side of the Competitive Intelligence Coin
