CHAPTER 2
Competitive Intelligence and the Market-Oriented Organization
If you don’t know your weaknesses, your salespeople should know!
—JLB
Chapter 1 set the foundations of competitive intelligence and contrasted the concepts of data, information, competitive intelligence, and knowledge, even as it integrated them into a marketing information system. Because competitive intelligence activities ultimately serve organizations’ market orientation strategy, this chapter addresses the importance of this strategy and describes the collaborative responsibility of the marketing and sales functions when producing and managing market intelligence.
The Collective Intelligence–Oriented Organization
Market Orientation and Market Intelligence
“To define ...
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