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Competitive marketing strategy

— Czepiel, John A. - Nama Orang;

This book is the result of a fifteen year odyssey into the world of competitive marketing strategy. It presents this author's attempt to make sense of the concept of strategy for himself, for MBA students, and for working managers and executives. The book is a working document because the very conceptual foundation on which it rests is still actively evolving and expanding, as is the author's ability to understand and internalize its concepts, processes, research, insights, and implications.

The goals out of which the project grew are to have a book that:
1. emphasizes strategic content over strategic planning,
2. captures the underlying essence of pure competitive strategy concepts,
3. stresses the centrality of the concept of value creation as the dominant force in marketplace competition,
4. explains to marketing strategists how to analyze and incorporate technology into their strategies, and
5. is applicable and understandable to all businesses, be they consumer, industrial, product, or service.

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