Harvard Business Review

OCTOBER 27, 2015

In most companies, marketers are in charge of assessing the competition. Because of this, close to 60 percent of all competitive intelligence professionals report to marketing. Big data providers from Nielsen to Gartner to IMS specialize in painting a picture of the market at any moment. Insight Center.

Marketing 8

Marketing Competitive Intelligence Porter How To 8

Harvard Business Review

NOVEMBER 25, 2015

Oddly enough, Eat24’s biggest break came when they left Google and Facebook as marketing platforms after advertising rates rose. The marketing expense was 90% cheaper than on Google, Facebook, and Twitter – after all, lots of companies don’t want to advertise on porn sites – but the exposure was 200% higher.

Marketing 8

Marketing Franchising Competitive Intelligence Advertising 8

Harvard Business Review

JUNE 12, 2014

The first one is the marketing effect of IP litigation. How much would it cost to have similar media coverage through a traditional advertising campaign? And this is particularly interesting given the aggressive marketing strategy implemented by Samsung in the past few years. Probably way more than Apple’s lawyer bills.

Marketing Strategy 8

Marketing Strategy Strategy Marketing Licensing 8

Harvard Business Review

MARCH 31, 2015

Event marketing is currently a very expensive and sloppy process in most firms because the relevant information is fragmented, difficult to assemble, and the “database” is often a pile of business cards. ” But it’s far from moneyball when it comes to event marketing. But it needn’t be that way.

CRM 8

CRM ROI Budgeting Public Relations 8

Harvard Business Review

JUNE 16, 2016

In July 2015, Novartis launched its new heart failure drug, Entresto, which Forbes in 2014 predicted would be a blockbuster — with expected sales of $10 billion annually — as the potential market in the US exceeds 5 million people with a heart failure condition. The failure stemmed from resistance in the U.S.

Planning 8

Planning Competitive Intelligence Pharmaceuticals Brand 8

Harvard Business Review

APRIL 13, 2015

My findings are based on a set of studies: exploratory interviews with 19 people, including successful sales professionals and sales students, and research involving 250 university sales students who sold sponsorships and openings for players in a (real) golf tournament and sold job advertising and recruiting booths for a career fair.

Uncertainty 8

Uncertainty Competitive Intelligence Self-aware Goal 8