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COMM 3360: Principles of Public Relations

Competitive Intelligence

The worksheet below will introduce you to three databases and two kinds of literature, each of which may be an important source of competitive intelligence for your briefing doc. Competitive intelligence is both process and product. It "refers to the ability to gather, analyze, and use information collected on competitors, customers, and other market factors that contribute to a business's competitive advantage." Competitive intelligence consists of information and analysis drawn from various sources such as the news media, customer and competitor interviews, industry experts, trade shows and conferences, government records, and public filings.