BOOK REVIEW: THE USE OF MARKET INTELLIGENCEIN COMPETITIVE ANALYSIS

Abstract: Most of managers are concerning on the practical work of making a good strategic planning for their company, but they pay a little attention in theories where it is helpful for them to build the insights of competitive analysis. This paper aims to provide managers with understanding the insight of market intelligence and how market intelligence will be used in building the competitive analysis through industry analysis, company analysis, competitor analysis, business intelligence, and marketing intelligence. This study will be useful, practical and able to provide guidance for the practical application of ideal concepts in real situation. This paper is not only applicable for managers but also it is useful for business school faculty and students since they could find this book to be a supplement to the more academic articles available.