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Diagnosing Competition

In: Economic Decision-Making in a Changing World

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  • P. S. H. Leeflang

Abstract

Today’s companies are starting to pay as much attention to tracking their competitors as to understanding their consumers. The growing attention to competition is reflected in today’s marketing concept, the contents of the steps of the marketing planning process and the growing number of analyses developed to diagnose competition. This paper discusses the consequences of the growing attention for competition in marketing management and marketing research. Most attention is given to the application of diagnostic methods to analyse competition using scanning data.

Suggested Citation

  • P. S. H. Leeflang, 1993. "Diagnosing Competition," Palgrave Macmillan Books, in: G. A. Collenteur & C. J. Jepma (ed.), Economic Decision-Making in a Changing World, chapter 23, pages 239-263, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-11144-2_23
    DOI: 10.1007/978-1-349-11144-2_23
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