American Marketing Association

The Fifth 'P':
Predicting Competitor Moves and Strategies

Tuesday, March 18, 1997
6:00pm-9:00pm
Westin Hotel Waltham

When it comes to understanding the competition, the "Four P's" of marketing may not be enough. Marketing professionals need a fifth 'P'-Prediction-in their arsenal of tools. Without being able to project into the future, any examination of pricing, positioning, promotion and products will be retrospective and outdated at best. The future dimension brings much added value to competitive analysis.

Though competitors can certainly surprise and confound us, most of the time they do reveal their next moves in advance. While forecasting far into the future is never certain, product managers or analysts have the tools and wherewithal to anticipate a competitor's next moves and overall shifts in position. Leonard M. Fuld, a pioneer in the field of competitive intelligence will outline approaches to predict competitor tactics and strategies. Throughout, he will use actual cases from his firm's research archives to illustrate several different predictive techniques.

Meet our Speaker...

Mr. Fuld is president of Fuld & Company, a Cambridge, MA-based competitive intelligence firm. He is the author of three highly regarded books on competitive intelligence, including the latest, The New Competitor Intelligence (Wiley, 1995). Mr. Fuld and his firm have been profiled in the Wall Street Journal, Fortune, Forbes, and The Economist and numerous other business and trade publications.

Cocktails/Networking 6:00 to 7:00 pm
Dinner 7:00 to 8:00 pm
Panel Discussion 8:00 to 9:00 pm

For directions or more information, please call the AMA Boston office at 617-647-5707.

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