Tactical, Operational & Strategic Analysis of Markets, Competitors & Industries
I agree with Andrew and I would expect people who have no real experience of CI practice in a commercial setting to find it very informative. It does the job very well for those new to the discipline. I use it as a set text for my students at De Montfort University and they love it.
Thanks for your comments. There are many excellent "Academic" books out there, but it is essential for all to bring the subject out in the open and not just keep it in the class room.
After all consultants like myself who are earning reasonable money in the real world need as many tools as possible to create awareness.
I also thought that the book would be most useful to those with no or limited understanding of CI. To my surprise, a number of CI practitioners have stated that they have used it to expand their understanding of CI.
I never cease to be amazed at how many CI practitioners still focus on data, competitors, and their immediate industry. They don't understand the import of an external perspective of other areas that will impact their business or customers; they place too much emphasis on hard data, not recognizing that it provides good input about the past, but doesn't reveal what's changing or emerging.
Most importantly, they don't understand the difference between competitive and competitor intelligence, which is more than semantics; it reveals an understanding of how business operates and how to uncover opportunities.And thanks to all of you for your comments. You are the experienced practitioners who "get" what CI truly is. If the other practitioners did, then perhaps this industry would grow in numbers and respect.
I also +1 on the best CI book I have ever read. Concise but comprehensive. Has helped (helping me) tremendously.