Abstract
Success in the market place is dependent not only upon identifying and responding to customer needs but also upon our ability to ensure that our response is judged by customers to be superior to that of the competitors. In other words, the development of marketing strategies must be based around both customer satisfaction and competitive differentiation.
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© 1995 Martin Christopher and Malcolm McDonald
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Christopher, M., McDonald, M. (1995). Competitive Analysis and Strategy. In: Marketing. Palgrave, London. https://doi.org/10.1007/978-1-349-23858-3_7
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DOI: https://doi.org/10.1007/978-1-349-23858-3_7
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-62587-3
Online ISBN: 978-1-349-23858-3
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