Tilt, 9. Busting Myths in the Marketplace Wars

Description

Chapter 9, Busting Myths in the Marketplace Wars (28 pages), launches a three-chapter section on strategic implications of a tilt strategy. The author challenges six assumptions about upstream business strategy and suggests new approaches. First, he explains that market leadership is determined by which product delivers the best on the critical criteria for that market. Second, he shows leading customer desires is the key to market success. Third, he says that a company can use purchase criteria, positioning, and pricing to influence who the customer perceives as competitors. Fourth, he says that innovation should shape customer purchase criteria. Fifth, he states that new technology is only a threat if changes the customer purchase criteria. Finally, he argues that marketing activities are valid strategic initiatives. He supports each strategic recommendation with real-world examples.

Keywords

Brand management Communication Competitive advantage Consumer behavior Customer databases Customer relationship management Marketing Marketing strategy