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Article: Competitive intelligence returns: it's plain to see from the response received after the debut of this column that marketers in the personal care field do indeed know that marketing matters. (Marketing Matters).(Brief Article)
- Article from:
- Global Cosmetic Industry
- Article date:
- September 1, 2002
- Author:
CopyrightCOPYRIGHT 2002 Advanstar Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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THE PERSONAL CARE industry faces unprecedented challenges and opportunities. Over the last few years the industry has become a complex, highly competitive field in the midst of considerable change, and the ability to respond suitably and rapidly to market shifts is critical. The best-informed companies are those that can adapt efficiently and explore new market opportunities.
The term competitive intelligence is very broad and has come to include the process of analyzing information not just about your competitors, but also about your customers, suppliers, and the markets in which your company operates.
Before beginning the quest for competitive ...
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