What Are Your Competitors Telling You? A Case Study: SAP's New Advertising Campaign
Lawson Abinanti - January 5, 2006

Overview

You need to pay close attention to your competitors' marketing campaigns, and not just to stay on top of their positioning strategies. Detecting a change signals the need to thoroughly re-evaluate the competitor and to consider how that change may affect you. Such a change could indicate a management change at your competitor, a new company strategy, a change in target market, pressure from other competitors, or other factors. I'll use SAP's new marketing campaign as a case study of what a change can mean and how to discover its meaning, whether you're a competitor, a prospective buyer, or a business-to-business (B2B) marketing professional...