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Using Information to Enhance Competitive Advantage – The Marketing Options

Using Information to Enhance Competitive Advantage – The Marketing Options The view is put forward that the effective sourcing and management of information is critical in the search for a winning business strategy. Such information will be secured from environmental and market analysis and will be matched with the company′s competitive advantage in the generation of strategic marketing options. Well‐managed information streams will be important in all aspects of the marketing mix as well as in market selection. Information will allow a company to decide on an effective supply posture to meet a market demand opportunity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Using Information to Enhance Competitive Advantage – The Marketing Options

European Journal of Marketing , Volume 25 (6): 10 – Jun 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569110000664
Publisher site
See Article on Publisher Site

Abstract

The view is put forward that the effective sourcing and management of information is critical in the search for a winning business strategy. Such information will be secured from environmental and market analysis and will be matched with the company′s competitive advantage in the generation of strategic marketing options. Well‐managed information streams will be important in all aspects of the marketing mix as well as in market selection. Information will allow a company to decide on an effective supply posture to meet a market demand opportunity.

Journal

European Journal of MarketingEmerald Publishing

Published: Jun 1, 1991

Keywords: Competitive advantage; Information; Management information; Strategic marketing

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