Summary |
Strategic Marketing Management outlines a customer based marketing program designed to help you identify your most attractive target customer and position your product or service so that it matters to those customers. With common –sense explanations of how and why recommended methods work, along with current examples of techniques other companies have used to apply these methods successfully (and unsuccessfully),this book shows you how to determine.
What makes your company
• what makes your company, product, or service special to current and potential customers
• what position you should establish and nature in order to create sustained competitive superiority
• Strategies to strengthen and defend that position
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