The Development of Competitive Intelligence

Chris West

Chapter 3 in Competitive Intelligence, 2001, pp 24-32 from Palgrave Macmillan

Abstract: Abstract Market research has traditionally focused on the analysis of customers. This has never been to the exclusion of all other participants in markets, but ‘customer focus’ has been the distinguishing characteristic of an organisation that has embraced the marketing concept. The customer is the ultimate target of all marketing activity and understanding the customers’ activities, requirements and expectations is, and will remain, an essential ingredient for the development of marketing strategies. However, customer analysis has never been able to provide answers to all marketing questions and other participants in markets have been studied and analysed regularly. These include distributors, specifiers, advisers and competitors. Each of them is a valuable source of intelligence for those attempting to define a winning strategy, though, to date, customer analysis has taken the lion’s share of research budgets.

Keywords: Winning Strategy; Competitive Strategy; Competitor Analysis; Marketing Concept; Competitive Intelligence (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51459-1_3

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DOI: 10.1057/9780230514591_3

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