Product Description
by Joel Le Bon (Author)
Because of their daily presence in the field and favored relationships with their customers, salespeople are the eyes and ears of their companies. In the new economic war, managers cannot take the chance of not being fully aware of the way they could be threatened by the competition. Yet, organizations face great difficulties to stimulate salespeople's collection and dissemination of competitive intelligence, and to manage market-based intelligence efficiently. This book aims to assist sales and marketing managers in facing such challenges while providing them with action-oriented answers to the following key questions: What kind of information salespeople should collect from the field and how to transform such information into intelligence? How to improve salespeople's competitive intelligence collection and exploitation skills? How to enhance the sales force's commitment to competitive intelligence activities? How to manage and distill market-based intelligence throughout the organization and maintain market leadership? And, how to approach the ethical aspects of competitive intelligence and remain protected against competitors' competitive intelligence activities? By leveraging the latest research, practitioners' interviews, companies' best practices, along with practical tools and guidelines, this book help organizations achieve their market-orientation strategy and maintain a sustainable competitive edge.
Author Biography
Joël Le Bon is a marketing professor at the University of Houston C.T. Bauer College of Business where he also serves as Director of Executive Education for the Sales Excellence Institute. He received a Bachelor of Arts in Management Science, a Master of Science in Marketing and Strategy, and a PhD in Marketing from the University of Paris Dauphine. His research has received numerous awards and distinctions and has been published in leading academic journals. He is also the rst international professor awarded the AMA's Prentice Hall Solomon-Marshall-Stuart Teaching Award for Innovative Excellence in Marketing Education.
