Abstract
Success in the market place is dependent not only upon identifying and responding to customer needs, but also upon a company’s ability to ensure that its response is judged by customers to be superior to that of its competitors. In other words, the development of marketing strategies must be based upon both customer satisfaction and competitive differentiation.
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Further reading
Kay, J. (1993) Foundations of Corporate Success, Oxford University Press.
Narver, J. and Slater, S. (1990) The effect of market orientation on business profitability. Journal of Marketing, 54(5) (October) pp. 20–35.
Wensley, R. (1999) The basics of marketing strategy, in M. Baker (ed.), The Marketing Book, Butterworth Heinemann, Oxford.
Porter, M. E. (1980) Competitive Strategy, Free Press, New York.
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© 2003 Malcolm McDonald and Martin Christopher
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McDonald, M., Christopher, M., Bass, M. (2003). Competitive analysis. In: Marketing. Palgrave, London. https://doi.org/10.1007/978-1-4039-3741-4_5
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DOI: https://doi.org/10.1007/978-1-4039-3741-4_5
Publisher Name: Palgrave, London
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