Descripciones mejoradas de Syndetics:

A consideration of competitive intelligence - the process of collecting, analysing and acting upon information about your competitors and the competitive environment - which shows how to use it to improve a company's bottom line and have a leading edge.

Tabla de contenidos provista por Syndetics

• Preface(p. vii)
• Acknowledgments(p. xi)
• 1 Competitive Intelligence in a New Competitive Environment(p. 1)
• 2 Competitive Intelligence in a Marketing Research Context(p. 21)
• Example 2-1 Evaluating and Quantifying Market Potential(p. 24)
• Example 2-2 Evaluating the Effectiveness of a Competitor's Advertising(p. 29)
• Example 2-3 Giving Business Away(p. 32)
• Example 2-4 Intelligent Information in Cross Tabulations(p. 37)
• 3 Integrating Competitive Intelligence and Customer Satisfaction Research(p. 45)
• Example 3-1 Detecting and Combating Changes in a Competitor's Marketing Strategy(p. 48)
• Example 3-2 Profiting from Competing Products(p. 52)
• Example 3-3 Quadrants and Gaps(p. 55)
• Example 3-4 Event-Driven Satisfaction Research(p. 71)
• 4 Competitive Benchmarking(p. 81)
• Example 4-1 Exploring Company Web Sites(p. 88)
• Example 4-2 Benchmarking Research and Development Expenditures in the Cosmetic Industry(p. 94)
• Example 4-3 Benchmarking Selling and Distribution Expenses in the Greeting Card Industry(p. 105)
• Example 4-4 Designing and Interpreting Telephone Surveys to Obtain Benchmarking Information(p. 116)
• 5 Analyzing Text Data to Gain a Competitive Advantage(p. 123)
• Example 5-1 Educating the Potential Customer(p. 128)
• Example 5-2 Adapting Messages to Changing Times(p. 144)
• 6 Competitive Intelligence in a Strategic Environment(p. 151)
• Example 6-1 The Electric Industry: No Longer Business As Usual(p. 154)
• Example 6-2 Prospering in a New Business Environment(p. 164)
• Example 6-3 The Demise of Centerior Energy(p. 187)
• 7 Reacting to an Unexpected Event(p. 199)
• Example 7-1 A Strategic Focus on Growth(p. 207)
• Example 7-2 Initial Analysis of an Unexpected Event(p. 212)
• Example 7-3 Ongoing Monitoring Following an Unexpected Event(p. 224)
• 8 Competitive Intelligence as a Multifaceted Process(p. 235)
• Example 8-1 Identifying a New Competitive Threat(p. 239)
• Example 8-2 Strategy Development(p. 254)
• 9 Competitive Intelligence from a Global Perspective(p. 277)
• 10 Counterintelligence: The Other Side of the Competitive Intelligence Coin(p. 295)
• Example 10-1 Enforcement of the Economic Espionage Act(p. 304)
• Bibliography(p. 309)
• Index(p. 313)

Notas de autor provistas por Syndetics

Alan Dutka is president of the 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.