search query: @freeterm MARKTANTEIL / total: 6
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| Author: | Slywotzky, A. J. Shapiro, B. P. |
| Title: | Leveraging to beat the odds: the new marketing mind-set |
| Journal: | Harvard Business Review
1993 : SEP-OCT, VOL. 71:5, p. 97-107 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, INVESTITIONSPOLITIK, MARKTANTEIL |
| Language: | eng |
| Abstract: | When it comes to marketing, many companies confuse cause and effect. They base their budgets on annual sales forecasts rather than letting marketing spur sales, and they expect immediate gains in market share. But developing a loyal customer base can take many years. And short-term thinking only sabotages the process. The authors recommend another approach: strategic marketing investment. Companies can gain a competitive advantage over more established rivals by treating marketing expenditures the same way they treat capital outlays: as investments that drive revenue over time. |
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