Competitive intelligence for the competitive edge:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Lincolnwood (Chicago), Ill.
NTC Business Books
1999
|
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 320 S. graph. Darst. |
| ISBN: | 0844202932 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804140470406742016 |
|---|---|
| adam_text | Contents
Preface vii
Acknowledgments xi
XI Competitive Intelligence in a New Competitive
Environment i
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 yi: Detecting and Combating Changes in a
Competitor s Marketing Strategy 48
Example 3-2: Profiting from Competing Products 52
Example yy. Quadrants and Gaps 55
Example y^: 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 j-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-z: Strategy Development 254
9 Competitive Intelligence from a Global Perspective 277
10 Counterintelligence: The Other Side of the
Competitive Intelligence Coin 2.95
Example 10-1: Enforcement of the Economic
Espionage Act 304
Bibliography 309
Index 3*3
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