The Seven Questions of Marketing Strategy

Autor:	Mark E. Parry, Neil Borden, Kathryn Sharpe, Paul Farris, Rajkumar Venkatesan
Rok vydání:	2010
Předmět:	Return on marketing investment Marketing management Digital marketing business.industry Marketing effectiveness Business Competitor analysis Marketing Profit impact of marketing strategy Marketing research Marketing strategy
Zdroj:	SSRN Electronic Journal.
ISSN:	1556-5068
DOI:	10.2139/ssrn.1584114
Popis:	This simple model of marketing strategy can provide keys to creating a sustainable competitive advantage. Suitable for MBA and executive formats, this technical note demonstrates that individual marketing strategy concepts are interconnected, which renders the strategic process vulnerable to the political machinations of executives. Evolving customer needs and competitors’ proactive efforts to steal market share require a dynamic marketing strategy.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e507fe6ddf97ed8ab8fcf59d2fa3c872 https://doi.org/10.2139/ssrn.1584114 Zobrazit plný text záznamu