The book “Alternative: Us or Competitors” by Alexey Kolik is an indispensable guide to successfully running a business. The modern world exists in conditions of fierce competition, where it is not enough just to produce a high-quality product - you need to be able to present it correctly, show resourcefulness in order to stand out among many competitors. The book describes in detail and clearly the rules and strategies of competition, helps to draw up a clear plan for promoting the product to the consumer, which will help bring him to a leading position. In the book, the reader will find a lot of answers to questions that interest him: how to competently conduct competitive intelligence and how to protect yourself from illegal espionage, how best to present your products on the world market and not lose. The book will be useful primarily to marketers, specialists in the field of competitive intelligence and benchmarking, as well as for a wide range of readers interested in successfully running their own business.