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Author: | Kotler, Ph. Stonich, P. J. |
Title: | Turbo marketing through time compression |
Journal: | Journal of Business Strategy
1991 : SEP-OCT, VOL. 12:5, p.24-29 |
Index terms: | MARKETING COMPETITIVENESS MARKETING MODELS COSTS TIME CONSUMER SATISFACTION |
Language: | eng |
Abstract: | In the 1990s, fourth-wave companies will be those that learn to make and deliver goods and services faster than their competitors. These "turbo market marketers" will have the competitive edge. Will a time - compression strategy help every company? Executives need to consider four questions to determine whether a turbo marketing approach will benefit a particular business. One should examine the market size of the time-sensitive segment and the price premium that it will pay, the feasibility and cost of shortening cycle time, and the sustainability of this advantage. |
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