18
Creating Competitive Advantage
OBJECTIVES OUTLINE
- OBJECTIVE 18-1 Discuss the need to understand competitors as well as customers through competitor analysis.
- OBJECTIVE 18-2 Explain the fundamentals of competitive marketing strategies based on creating value for customers.
- OBJECTIVE 18-3 Illustrate the need for balancing customer and competitor orientations in becoming a truly market-centered organization.
CHAPTER PREVIEW
In previous chapters, you explored the basics of marketing. You learned that the aim of marketing is to engage customers and to create value for them in order to capture value from them in return. Good marketing companies win, keep, and grow customers by understanding customer needs, designing customer value–driven marketing ...
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