Competitive intelligence in service marketing: A new approach with practical application

The paper aims to give a new look at competitive intelligence (CI) and the resulting benefits to growing companies. A total of 20 questions are presented, competitive information sources are listed, and the four core components of CI are displayed to explain how a company can implement CI into the b...

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Published in:Marketing intelligence & planning 2010-08, Vol.28 (5), p.551-570
Main Authors: Johns, Pamela, Van Doren, Doris C.
Format: Article
Language:English
Subjects:
Business intelligence
Competition
Competitive advantage
Competitive intelligence
Information management
Knowledge management
Marketing
Strategic management
Studies
Success
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creator Johns, Pamela
Van Doren, Doris C.
description The paper aims to give a new look at competitive intelligence (CI) and the resulting benefits to growing companies. A total of 20 questions are presented, competitive information sources are listed, and the four core components of CI are displayed to explain how a company can implement CI into the business planning. Two case studies summarize a CI system that shows how successful this technique can be. This research will inspire marketers to take a look at their CI and reactivate it based on what is presented. The overall practice of CI shows the rewards a company that develops this program can gain. All data were collected by Latitude Consulting. Reference is made to journal and newspaper articles. The paper will explain how to use CI in a meaningful way. This is an extremely new and original concept for businesses to apply.
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subjects Business intelligence
Competition
Competitive advantage
Competitive intelligence
Information management
Knowledge management
Marketing
Strategic management
Studies
Success
title Competitive intelligence in service marketing: A new approach with practical application
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