haku: @author Kotler, Ph. / yhteensä: 4
viite: 2 / 4
| Tekijä: | Kotler, Ph. Stonich, P. J. |
| Otsikko: | Turbo marketing through time compression |
| Lehti: | Journal of Business Strategy
1991 : SEP-OCT, VOL. 12:5, p.24-29 |
| Asiasana: | MARKETING COMPETITIVENESS MARKETING MODELS COSTS TIME CONSUMER SATISFACTION |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA