• Login
    View Item 
    •   DORA Home
    • Faculty of Business and Law
    • Leicester Castle Business School
    • Department of Management and Entrepreneurship
    • View Item
    •   DORA Home
    • Faculty of Business and Law
    • Leicester Castle Business School
    • Department of Management and Entrepreneurship
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    The CI:Marketing interface

    Thumbnail
    Date
    2005
    Author
    Wright, Sheila
    Metadata
    Show attachments and full item record
    Abstract
    The potential for CI to inform and influence marketing decisions is increasing and this combination can deliver an enviable competitive advantage. Simply knowing more about competitors is not enough. It is what the firm does with that information and how it weaves it into its decision making process which makes the difference. In a large number of organisations, private or public, it is the Marketing Department which carries the responsibility for critical activities such as customer management, product/service offering, pricing, promotion, distribution strategies, product portfolio management, competitor profiling and the identification of critical success factors to name a few. Marketing managers particularly, are charged with trying to answer the question “what do we have to do to achieve sustainable competitive advantage?”. This paper reviews the contribution from a number of authors who have embraced CI, MR, KM, BI with the added spice of psychology and biology. What is clear though, is that whatever the activity of gathering, assessing, analysing and acting upon any intelligence gathering process is called, it has to be advantageous and add to a firm’s intellectual capital. To suggest otherwise has little basis in the world of common sense.
    Description
    Citation : Wright, S. (2005) The CI:Marketing interface. Journal of Competitive Intelligence & Management, 3 (2), pp.3-7
    URI
    http://hdl.handle.net/2086/2832
    http://www.scip.org/files/JCIM/3.2_wright.pdf
    ISSN : 1937-1063
    Research Group : Competitive Intelligence-Management Interface Teaching and Research Initiative (CIMITRI)
    Peer Reviewed : Yes
    Collections
    • Department of Management and Entrepreneurship [775]

    Submission Guide | Reporting Guide | Reporting Tool | DMU Open Access Libguide | Take Down Policy | Connect with DORA
    DMU LIbrary
     

     

    Browse

    All of DORACommunities & CollectionsAuthorsTitlesSubjects/KeywordsResearch InstituteBy Publication DateBy Submission DateThis CollectionAuthorsTitlesSubjects/KeywordsResearch InstituteBy Publication DateBy Submission Date

    My Account

    Login

    Submission Guide | Reporting Guide | Reporting Tool | DMU Open Access Libguide | Take Down Policy | Connect with DORA
    DMU LIbrary