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Marketing Intelligence & Planning

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 May 1993

1507

Abstract

The use of competitor analysis is a rapidly growing area of business activity, especially among major corporations, across the world. The old military stratagem “know your enemy; through knowing your enemy you can beat him/her”, has found new life in the contemporary business environment. Surveys carried out in Europe and the USA in 1989 found that two‐thirds of competitor analysis departments were less than three years old. Competitor analysis is becoming increasingly seen as a key component in strategy formulation, in particular, in forming marketing strategy.

Citation

(1993), "Marketing Intelligence & Planning", Marketing Intelligence & Planning, Vol. 11 No. 5, pp. 1-47. https://doi.org/10.1108/eb045785

Publisher

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MCB UP Ltd

Copyright © 1993, MCB UP Limited

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