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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

18 Reviewing and Extending the Concepts

Objectives Review and Key Terms

Objectives Review

Today’s companies face their toughest competition ever. Understanding customers is an important first step in developing strong customer relationships, but it’s not enough. To gain competitive advantage, companies must use this understanding to design market offers that deliver more value than the offers of competitors seeking to win over the same customers. This chapterexamines how firms analyze their competitors and design effective competitive marketing strategies.

Objective 18-1 Discuss the need to understand competitors as well as customers through competitor analysis. (pp 518525)

To prepare an effective marketing strategy, a company must consider ...

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Publisher Resources

ISBN: 9780134492513