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Leading Through Turbulence: How a Values-Based Culture Can Build Profits and Make the World a Better Place by Harriet Lewis, Alan Lewis

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CHAPTER 8

Creating Marketing Strategies to Leverage Extreme Competitive Advantages

Consistently communicate your Extreme Competitive Advantages to customers using both traditional and nontraditional channels to reach them.

Harriet: As we said earlier, one of our Extreme Competitive Advantages is how we keep our organization focused on the right strategies. We don’t compete in areas where we don’t think we can excel, and we don’t waste money on tons of marketing approaches, focusing instead on exactly what works for us. This chapter covers some of the ways we focus our marketing strategies and our marketing techniques.

In a Global Market, You Need to Have a Differentiated Service

Alan: We promise to provide our travelers with a deep cultural experience, ...

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