Marketing pp 100-112 | Cite as

Competitive Analysis and Strategy

  • Martin Christopher
  • Malcolm McDonald
Chapter

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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Copyright information

© Martin Christopher and Malcolm McDonald 1995

Authors and Affiliations

  • Martin Christopher
    • 1
  • Malcolm McDonald
    • 1
  1. 1.Cranfield University School of ManagementUK

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