Competitive Intelligence for the Competitive Edge: Dutka, Alan: 9780844202938: Book: Business & Economics: eCampus.com

Exploring one of the hottest topics in marketing today, this book provides targeted strategies for using competitive intelligence to gain the corporate hand. Included are tools and tips that cover interpreting clues and data; developing a competitive strategy; collecting analyzing and acting on information; and conducting counterintelligence. Features fascinating case histories from industry leaders.

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.

Preface

vii

Acknowledgments

Competitive Intelligence in a New Competitive Environment

Competitive Intelligence in a Marketing Research Context

(24)

Example 2-1: Evaluating and Quantifying Market Potential

(5)

Example 2-2: Evaluating the Effectiveness of a Competitor's Advertising

(3)

Example 2-3: Giving Business Away

(5)

Example 2-4: Intelligent Information in Cross Tabulations

(8)

Integrating Competitive Intelligence and Customer Satisfaction Research

(36)

Example 3-1: Detecting and Combating Changes in a Competitor's Marketing Strategy

(4)

Example 3-2: Profiting from Competing Products

(3)

Example 3-3: Quadrants and Gaps

(16)

Example 3-4: Event-Driven Satisfaction Research

(10)

Competitive Benchmarking

(42)

Example 4-1: Exploring Company Web Sites

(6)

Example 4-2: Benchmarking Research and Development Expenditures in the Cosmetic Industry

(11)

Example 4-3: Benchmarking Selling and Distribution Expenses in the Greeting Card Industry

105

(11)

Example 4-4: Designing and Interpreting Telephone Surveys to Obtain Benchmarking Information

116

(7)

Analyzing Text Data to Gain a Competitive Advantage

123

(28)

Example 5-1: Educating the Potential Customer

128

(13)

Example 5-2: Adapting Messages to Changing Times

141

(10)

Competitive Intelligence in a Strategic Environment

151

(48)

Example 6-1: The Electric Industry: No Longer Business As Usual

154

(10)

Example 6-2: Prospering in a New Business Environment

164

(23)

Example 6-3: The Demise of Centerior Energy

187

(12)

Reacting to an Unexpected Event

199

(36)

Example 7-1: A Strategic Focus on Growth

207

(5)

Example 7-2: Initial Analysis of an Unexpected Event

212

(12)

Example 7-3: Ongoing Monitoring Following an Unexpected Event

224

(11)

Competitive Intelligence as a Multifaceted Process

235

(42)

Example 8-1: Identifying a New Competitive Threat

239

(15)

Example 8-2: Strategy Development

254

(23)

Competitive Intelligence from a Global Perspective

277

(18)

Counterintelligence: The Other Side of the Competitive Intelligence Coin

295

(14)

Example 10-1: Enforcement of the Economic Espionage Act

304

(5)

Bibliography

309

(4)

Index

313


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