What if you had a playbook to outsmart and outmaneuver competitors?

Marketing is a battle of perceptions, with new products needing to compete in the context of an environment created, and often controlled, by the competition. Few companies are true students of their competition, yet business lives and dies in the context of what competitors are doing. It is critical to recognize and appreciate where competitors are strong and where they are weak. It is even more important to know how customers view competition, because perception (right or wrong) defines the reality of the marketplace.

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