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| Author: | Putsis, W. Dhar, R. |
| Title: | The many faces of competition |
| Journal: | Marketing Letters
1998 : AUG, VOL. 9:3, p. 269-284 |
| Index terms: | MARKETING COMPETITION MANAGEMENT |
| Language: | eng |
| Abstract: | Despite a great deal of theoretical research on competition, there has been limited empirical work assessing the type of competitive interaction that actually exists in the marketplace. The empirical work that has been conducted has suggested that there is significant variation in the type of competitive interaction across categories and across marketing instruments. Consequently, the main objective of this paper is to describe in nature -- what does competition look like? |
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