Title Details

Ian Gordon (Toronto, Ontario) is President of Convergence Management Consultants, specializing in strategic marketing. He was Past President of the Industrial Marketing and Research Association of Canada. Mr. Gordon is a Founding Member of the Society of Competitive Intelligence Professionals (SCIP) and founder and President of the Association for the Advancement of Relationship Marketing. Previously he was a Partner at Ernst & Young in Toronto, leading E&Y's management consulting practice in the areas of marketing and strategy; also consulting to technology firms. He is the author of Beat the Competition and Relationship Marketing (published by Wiley) which sold over 12,000 units. He also authored over 30 articles on marketing, technology, and business and has lectured at York University for over ten years on marketing, strategy, distribution channels, marketing research, and competition.

Preface.

Acknowledgements.

Chapter 1. The New Marketplace.

Chapter 2. The Competitive Imperative.

Chapter 3. The New Competition.

Chapter 4. Planning Competitor Targeting.

Chapter 5. Competitive Intelligence.

Chapter 6. Competitor Targetung Strategies.

Chapter 7. Turning Competitors into Losers.

Chapter 8. Competition and Collaboration.

Chapter 9. Competing for Tomorrow's Customers.

Index.

"A well structured, informative view of how competitive intelligence can be used to better target preferred customers to improve the bottom line. The winning of customer and market share is becoming increasingly difficult in business today, and winning the right sort of customers from ever more aggressive competition is even harder. This book will help you understand the many issues involved and help you formulate appropriate strategies to improve business results."
— Ian Brown, Senior Market Analyst & Strategist, BT Government Marketing, British Telecom plc.

"The new marketplace challenge of observing competitors' practices and combining relationship marketing strategies has been made practical by Ian Gordon's new book. A must-read for any marketing professional."
— Rogers Turner Jr., Senior Manager, Relationship Marketing, Williams Communications

"In the fast-paced new economy, Competitor Targeting can help leaders maintain their market share and can allow the underdog to chip away at the gorilla's foothold. The techniques and insights in Competitor Targeting on how to weaken a competitor's chain of relationships, take uncontested territory, operate below the radar, and anticipate an attack from your competitors can allow a company to gain key insights, strengthen its position in the marketplace, and ultimately win more business."
— Rob Lalonde, Senior VP Products, Delano Technology

"In an era which competitors are often in the same channel or alliance as your own company, identifying and defeating those competitors has never been more complex. As Competitor Targeting demonstrates, competitive intelligence has evolved from simple information gathering into a sophisticated discipline. Practised as Mr. Gordon outlines, it will enable you to defeat your competitors, not only by learning more about them, but by understanding and responding to what your customers— who are your competitors' customers— value most about them."
— Stephen Bernhut, Editor, Business Journal