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Competitive Intelligence – an overview for non-CI Information Professionals
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Competitive Intelligence – an overview for non-CI Information Professionals

15/07/2020
When: 12:30
Where: Online webinar
United Kingdom
Contact: Juanita Foster-Jones
020 7255 0500


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Competitive Intelligence – an overview for non-CI Information Professionals

Competitive Intelligence (CI) provides organisations with the intelligence needed to profitably gain customers, winning out against alternatives. Alternatives can be a competitor organisation but also an emerging or disruptive technology. This requires information – on competitors, customers, and the overall market. Librarians and Information professionals working within organisations have the skills to gather such intelligence and by demonstrating an understanding of CI they can enhance their job opportunities.

CI differs from marketing research in the techniques used to gather intelligence – and also in how the intelligence is generally used by organisations. Ideally, CI can help management anticipate organisational threats and identify opportunities and so should be seen as an essential business discipline applicable to all organisations, whether private or public sector.

This webinar will provide an overview of what CI is – and how it is gathered and used (ethically) by organisational management. It will show how non-CI professionals can add to their skills portfolio by including CI in what they offer to clients.


PKSB Headings

This webinar supports the following PKSB headings:

  • Using and Exploiting Information
  • Research Skills
  • Leadership & Advocacy
  • Customer Focus, Service Design and Marketing

 

Biography

Arthur WeissArthur Weiss is the managing director of AWARE, specialising in marketing & competitive intelligence research and training. Arthur has worked in the information industry since the 1980s, initially in the British Medical Association’s library where he worked on computerising an old card index system, then with Dun & Bradstreet where he was responsible for managing D&B Europe’s marketing intelligence programme, leaving in 1995 to found AWARE.

Arthur has consulted for several of the leading companies in the information industry. He has written articles and lectured on a variety of marketing and information industry related topics and offered the world's first workshop on using the Internet for Competitive Intelligence, at the 1997 Online Information Conference.

Arthur is a Chartered Marketer with the UK's Chartered Institute of Marketing and a member of SLA, the Association of MBAs and the Association of Independent Information Professionals (AIIP).

 

 

CILIP Leaders Network Members = Free

CILIP Members = £12.50 + VAT

Non Members = £25 + VAT

If you are a non-member employee of an Employer Partner please contact your rep for a discount code.

 

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