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Integrating CI with Strategic Market Planning

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Integrating CI with Strategic Market Planning Through the Use of "Channels to Market Mapping(tm)"

Nan Bulger, SCIP Executive Director

Typically, competitive intelligence (CI or BI) falls under the corporate umbrella of functions and is therefore considered "overhead" rather than a necessary integrated piece of the business planning process. Business organizations are becoming increasingly aware of competitive intelligence but tend to utilize the function only when there are excess funds available for research and tactical issues that need to be resolved. As a result, lack of definitions remains for the following areas and poses a challenge for the competitive intelligence professional:
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