In an increasingly complex market, increasingly unlikely the company can "interpret" correctly signals and trends that "generated" in it, consequently it often loses important opportunities for growth or fails to promptly address serious threats.The company should decide and act based on its strategy, but it should also constantly monitor its consistency with the dynamics of the external "environm...
File Size: 5831 KB
Print Length: 147 pages
Publication Date: March 1, 2013
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very classic marketing oriented does not include topics on competitive search using google or new techniques from social medianeed an aggiornamiento...
e actions of its competitors; for this propose the competitive intelligence activity assumes a great importance.The concrete setting of this book makes it a handy tool to support the development of competitive intelligence within the different companies.It contains a detailed and complete description of all the activities in which competitive intelligence materializes, unpublished analysis methodologies and innovative tools. Unpublished is the description of the competitive intelligence software, created by the author, which is a valuable support to the development of this activity.The text is structured as follows:Analysis of the evolution of market's competitive dynamics, of the sources of value and of the companies' organizational models.Representation of the cycle of competitive intelligence and close examination of every single activity in which this has its exemplification, with comments and operational suggestions.Illustration of the scheme of an unpublished software of author creation, finalized to the "custom" development of the activity of competitive intelligence into different business realities.Description of competitive intelligence's tools. The explanation of those implements, supported by numerous practical examples, ease the concrete organization of the activity of competitive intelligence into different business realities.Key topics:The main mistakes in approaching and developing the competitive intelligence.The methodologies and the techniques of analysis to gather information and to transform them into actions and decisions.A new competitive intelligence process to develop the entire process using only one person also in a multinational company.