Marketing strategies are reviewed both in an external (i.e. ‘Market Power School’) and internal (i.e. ‘Resource Based View’) perspective. Focus will be put on marketing strategies based on market driving capabilities and resources. A model of competitive strategies will then be presented in a circular perspective, considering the shifting nature of what are called movement, imitation, and position games.

Marketing strategies

Valdani, Enrico;Arbore, Alessandro
Writing – Original Draft Preparation
2015

Abstract

Marketing strategies are reviewed both in an external (i.e. ‘Market Power School’) and internal (i.e. ‘Resource Based View’) perspective. Focus will be put on marketing strategies based on market driving capabilities and resources. A model of competitive strategies will then be presented in a circular perspective, considering the shifting nature of what are called movement, imitation, and position games.
2015
9780080970875
International encyclopedia of the social & behavioral sciences
Valdani, Enrico; Arbore, Alessandro
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/4013116
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