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Competitive Intelligence for Information Professionals by Margareta Nelke, Charlotte Håkansson

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11

Promoting competitive intelligence: the importance of marketing, communication and evaluation

Abstract

This chapter will provide an overview of the importance of marketing, communication and evaluations since these areas are closely associated. A well-structured marketing plan is a central component of the overall strategic plan for competitive intelligence and it should also be closely linked to the strategic plans and objectives of the parent organisation. Success in marketing competitive intelligence is entirely dependent on the level of success achieved in the marketing and communication carried out within and outside the organisation.

Keywords

communication
marketing
target groups
evaluation

The importance of marketing, communication ...

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