search query: @author Stonich, P. J. / total: 6
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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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