Competitive Intelligence for Dummies
ISBN: 9788126543977
384 pages
For more information write to us at: acadmktg@wiley.com
Description
Whether you are just starting a business, venturing into new areas with an existing company, or looking to gain ground on a key competitor, Competitive Intelligence For Dummies gives readers insight on how to gather valuable information on not only their competitors, but on the operational environment and target audience. It also shows readers how to carefully analyze and use this information in their decision-making processes to gain market share and be on the cutting edge.
Introduction
Part I: Brushing Up on the Basics
Chapter 1: Gaining Information Advantage
Chapter 2: Getting Started with CI
Chapter 3: Doing Competitive Intelligence on a Low Budget
Chapter 4: Addressing Legal and Ethical Issues
Part II: Gathering, Confirming, and Organizing Relevant Data
Chapter 5: Gathering Intelligence from Internal Resources
Chapter 6: Exploring External Sources for Valuable CI Information
Chapter 7: Tapping the Power of Experts and Expert Panels
Chapter 8: Tuning In to the Silent Conversation with Intuitive Listening
Chapter 9: Validating and Organizing Data for Analysis
Part III: Turning Data into Meaningful Intelligence
Chapter 10: Intelligence Analysis 101
Chapter 11: Applying Advanced Intelligence Analysis Techniques
Chapter 12: Profi ling the Competitor CEO
Chapter 13: Creating Competitor Profiles
Chapter 14: Spotting and Forecasting Industry Trends
Part IV: Getting Support for Intelligence Dissemination and Implementation
Chapter 15: Overcoming Barriers to Change
Chapter 16: Shepherding CI Information through Your Organization
Chapter 17: Perfecting and Promoting CI
Chapter 18: Defending against Competitor Intelligence
Part V: The Part of Tens
Chapter 19: Ten Questions to Help You Assess CI's Effectiveness
Chapter 20: Ten Actions a CEO Can Take to Bolster CI's Impact
Chapter 21: Ten Signs Your Organization Is in Trouble
Index