search query: @author Easton, G. / total: 14
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| Author: | Easton, G. |
| Title: | Competition and marketing strategy. |
| Journal: | European Journal of Marketing
1988 : VOL. 22:2, p. 31-49 |
| Index terms: | COMPETITION MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | Competition and competitor behavior are discussed as factors of marketing strategy. A model is presented about forces governing competition in an industry. The ultimate profit potential is connected to these forces. Possible strategies based on the model are summarized. A research programme is described. The objective was to contribute to a greater understanding of the relatively poor performance of British industry, and to find ways for its improvement. Industry definition is presented. Industry structure is outlined and analyzed. The process of competition is examined. Competitor behavior is discussed. Implications for marketing strategists are summarized. |
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