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Book Recommendations & Suggestions for Further Reading

AWARE receives many requests asking for competitive and marketing intelligence book recommendations. Over the years we have read numerous books covering all aspects of marketing, marketing research, competitor analysis, business strategy and competitive intelligence. Some we like and others we would not recommend to anyone.

There is more treasure in books than in all the pirates’ loot on Treasure Island… and best of all, you can enjoy these riches every day of your life.Walt Disney
The books listed supplement our training services and include classic strategy texts, competitive intelligence primers and a range of business books that should be on every manager’s bookshelf. All books include a link to either Amazon UK, (for payment in GBP) or Amazon.com (for payment in US$).

  • The Palgrave Handbook of Security, Risk and Intelligence

    Robert Dover, Huw Dylan, Michael Goodman (editors)

    This handbook provides a detailed analysis of threats and risk in the international system and of how governments and their intelligence services must adapt and function in order to manage the evolving security environment. The book includes a full chapter on competitive / corporate intelligence written by Arthur Weiss, AWARE’s managing director. This is the text to purchase if you want to know more about the intelligence discipline overall, and the book examines the changing nature of conflict and the security, risk & intelligence disciplines including intelligence and organised crime; cyber security; social media intelligence; intelligence ethics, etc. Overall, 26 topics are considered – with each having their own chapter or section.

    UK USMore Info

  • Competitive Intelligence: Gathering, Analysing and Putting it to Work

    Christopher Murphy

    Most books on competitive intelligence focus on the USA. Christopher Murphy’s book is different – it looks at CI in the UK, and so considers the differences between what is available in the US and Europe and the UK, covering for example, the extensive availability of financial information in the UK.

    For a thorough review of this book check out Jinfo’s book review.
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  • Win/Loss Analysis: How to Capture and Keep the Business You Want

    Ellen Naylor

    If asked to name one technique for gathering intelligence on customer requirements, marketplace needs and competitors, win-loss analysis would be at the top of the list. Effective win-loss analysis can tell you why customers choose you in preference to competitors or vice versa – and so allow you to tailor your product development, pricing and sales strategies to maximise customer purchase. Ellen Naylor is known as the foremost expert on the technique and this book tells you what to do and what to avoid – so that you get it right.
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  • Competitive Intelligence Advantage: How to Minimize Risk, Avoid Surprises, and Grow Your Business in a Changing World

    Seena Sharp

    Competitive Intelligence Advantage starts from a marketing perspective and emphasises that successful competitive intelligence results in success marketing. The book explains the difference between data and intelligence, and the importance of looking at the whole business environment. Competitive Intelligence should not be viewed as a cost that has to be borne – but as an investment in the future that saves money and provides immediate value – that when done consistently will lead to competitive advantage.
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  • The Complete Guide to Competitive Intelligence Advantage: How to Minimize Risk, Avoid Surprises, and Grow Your Business in a Changing World

    Kirk W M Tyson

    As the title suggests, Kirk Tyson’s book aims to be a comprehensive manual to competitive intelligence techniques. Although there have been, so far, 5 editions of this book, it is expensive although well worth the money as it covers the topic in depth. Although each edition was updated, the older editions are still mostly valid as as an initial primer to competitive intelligence. The SCIP edition was a special update at a lower price.
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  • Smart Services: Competitive Information Strategies, Solutions, and Success Stories for Service Businesses

    Deborah C Sawyer

    The front cover of “Smart Services” includes a quote from Andrew Garvin, a CEO of Find/SVP saying: “Finally a book that nails down what every service business needs to know about competition and competitive intelligence. ‘Smart Services’ offers competitive information strategies that firms can put to immediate use.” This is the ideal description of this excellent book – essential reading for anybody involved in competitive intelligence in a service business.
    For a thorough review of this book check out Jinfo’s book review.
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  • Confidential: Business Secrets - Getting Theirs, Keeping Yours

    John Nolan

    John Nolan is a master at uncovering competitive intelligence from primary sources. Nolan shows some of his techniques – who to ask, what to ask, when to ask and how to ask. An essential book on how to get intelligence through interviewing and elicitation and also how to protect your organisation’s intelligence secrets. It shows how to legally obtain competitor business secrets without crossing the line into industrial espionage and illegality.
    UK US

  • Millennium Intelligence: Understanding and Conducting Competitive Intelligence in the Digital Age

    Jerry P Miller / “Business Intelligence Brainstrust”

    A collection of articles by leading writers on competitive intelligence, looking at how competitive intelligence should be practised, ethics and legalities, information sources, setting up a CI department and more. As such the book provides a good introduction to the subject of competitive intelligence.

    For a full review of this book check out Jinfo’s book review.
    UK US

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