January 2017
Beginner
580 pages
160h 2m
English
To plan effective marketing strategies, a company needs to find out all it can about its competitors. It must constantly compare its marketing strategies, products, prices, channels, and promotions with those of close competitors. In this way, the company can find areas of potential competitive advantage and disadvantage. As shown in
Figure 18.1, competitor analysis involves first identifying and assessing ...