Uses and application of IMS databases and information sources for competitor analysis
Abstract:
The paper describes, in general terms, the most recent developments of IMS Database Services and relates these to the analysis of competitors. The need for numeric and text information is discussed in addition to the suggested uses of advertising campaign material as indicators of company policy. Emphasis is placed on the importance of the provision of database products which are accessible to the end-user, and the design of these products for maximum utility in identified areas concerned with strategic evaluations of competitor activity.
