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Competitive Intelligence And Forecasting Systems: Strategic Marketing Planning Tool For Sme's, Conway Lackman, John M. Lanasa
Competitive Intelligence And Forecasting Systems: Strategic Marketing Planning Tool For Sme's, Conway Lackman, John M. Lanasa
Atlantic Marketing Journal
One of the drivers of both strategic planning and success in the marketplace is the role of competitive intelligence systems (CIS). CIS activity and its value to consumer/competitive intelligence are well established. In a survey of a broad cross section of firms, it was found that two thirds of the companies indicated a dramatic increase in level of activity and nearly three fifths (54%) said the impact of marketing intelligence systems (MI) contribute heavily to tactical and strategic decision making (Lackman, Lanasa, and Saban, 2000). Small and medium enterprises (SME’s) traditionally have neglected CIS partly because of the cost and …