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Marketing marketing chapter 4 shared in addition to internal data and marketing intelligence, the three research approaches for gathering primary data. Competitive intelligence is the process of ethically gathering and refining information enough so that it can be used to make a strategic business decision. Market research companies specializing in the assessment of competitive environment within a product or service category select a firm to provide actionable intelligence by evaluating competitor efforts such as sales, marketing, employment activities, acquisition strategies, pricing, patents and manufacturing capabilities.
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