Competitive Intelligence For the Competitive Edge

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McGraw Hill Professional, Apr 22, 2000 - Business & Economics - 336 pages
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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Contents

COMPETITIVE INTELLIGENCE IN A NEW COMPETITIVE ENVIRONMENT
1
COMPETITIVE INTELLIGENCE IN A MARKETING RESEARCH CONTEXT
21
INTEGRATING COMPETITIVE INTELLIGENCE AND CUSTOMER SATISFACTION RESEARCH
45
COMPETITIVE BENCHMARKING
81
ANALYZING TEXT DATA TO GAIN A COMPETITIVE ADVANTAGE
123
COMPETITIVE INTELLIGENCE IN A STRATEGIC ENVIRONMENT
151
REACTING TO AN UNEXPECTED EVENT
199
COMPETITIVE INTELLIGENCE AS A MULTIFACETED PROCESS
235
COMPETITIVE INTELLIGENCE FROM A GLOBAL PERSPECTIVE
277
THE OTHER SIDE OF THE COMPETITIVE INTELLIGENCE COIN
295
BIBLIOGRAPHY
309
INDEX
313
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