Marketing strategies for competitve advantageUpplaga 1

In Marketing Strategies for Competitive Advantage. Dennis Adcock focuses on those important competitive elements that lead to marketing success in today's market places. It considers the three issues of where, how and when to compete. The crucial aspect of achieving competitive success is analysed from two angles: first, relating to existing customers and existing products, it explains how to develop appropriate competencies that will reinforce relationships that are already in place; second, looking into expeditionary marketing which explores how to develop and own new markets. Key features: * The benefits of value–added partnerships and the long–term management of customers are considered * A chapter on relationship marketing and competitive advantage is included * Numerous examples from real–life situations are provided