Book
The COMPTRACK software has been designed to help marketing professionals track their competitive marketing environment in an easy-to-use, menu driven, and yet scientifically valid system. As information about the marketing programs of competitors and their market shares become available, this information can be systematically added to the database. Through modelling updates on the changing data, the software is able to detect unusual changes of the competitors or decisions, which depart from historical patterns and may therefore indicate a change in competitive behavior, as well as unusual performance. This enables management to better understand competitive dynamics. The COMPTRACK system also provides marketing managers with a prediction of their own market share and of each of the competitors shares based on a simulation of their marketing plan, given the competitors moves, for the next period and in the longer term.
Faculty
Emeritus Professor of Marketing
