Competition and Marketing Strategy
- 1 February 1988
- journal article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 22 (2) , 31-49
- https://doi.org/10.1108/eb027337
Abstract
Processes of competition lie at the heart of the literature of marketing strategy. Indeed, it could be argued that competitors and sustainable competitive advantage are to marketing strategy what customers and the marketing concept are to marketing. The principle of sustainable competitive advantage argues that a firm can only be successful in the marketplace if its products and services have a competitive edge over those of its rivals. This edge should be one that is both important to customers and sustainable by the firm in the long run.Keywords
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