4 concepts
Sustainable Competitive Advantage
Competitive advantage is gained when a firm acquires attributes that allow it to perform at a higher level than others in the same industry.
Customer Excellence
Obtaining customer feedback to ensure customer satisfaction and loyalty is essential to any marketing plan or strategic planning process.
Strategic Business Units
A strategic business unit is a semi-autonomous corporate unit that focuses on a product offering and market segment.
Multiple Sources of Advantage
One of the main goals of marketing planning and strategy is to produce multiple sources of competitive advantage in the marketplace.