Competitive Intelligence in Europe
From Customer to Competitor
Chris WestMarketing Intelligence Services, UK
INTRODUCTION
There are many reasons for studying markets and many aspects of markets which need to be studied. Within the overall spectrum of analysis which takes place, the customer has been and still is the prime subject. The customer is the ultimate target of all marketing activity and understanding customer activities, requirements and expectations is an essential ingredient in the development of marketing strategies. This is not to say that the other components of markets are ignored. Distributors, specifiers, advisors and competitors are subjected to varying...