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Competitor intelligence is vital for any successful company and this book looks at the best strategies for gaining and using information. It covers such skills as: data collection; creative information sources; designing briefs; interviewing techniques; and gauging competitive responses.

Competitor intelligence is vital for any successful company and this book looks at the best strategies for gaining and using information. It includes skills like: data collection; creative information sources; designing briefs; interviewing techniques; interpreting reports; estimating ratios; and gauging competitive responses. Using these techniques, the manager can design an effective marketing strategy for competitive advantage.

Boekdetails

Serie
Marketing for managers
Ondertitel
Marketing for managers
Formaat
Paperback / softback
Uitgever
Cengage Learning EMEA
Imprint
Cengage Learning EMEA
Auteur
L. Ryals || T. Kendrick (both of Cranfield University), Cengage Learning EMEA, Cengage Learning EMEA
ISBN-13
9780415097338
Verschijningsdatum
1994-09-30
Afmetingen
148 mm × 210 mm
Gewicht
333 g

Paperback / softback

Competitor Analysis

door L. Ryals || T. Kendrick (both of Cranfield University)

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