We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Intensive Competitive Marketing .
- Authors
Rothman, Frank
- Abstract
The author shows how selective planning can be accomplished effectively through the INTENSIVE COMPETITIVE MARKETING AUDIT--a technique which calls for study of the total marketing activities of a company and its major competitors at each level of distribution. A basic check list is included. Answers to the questions asked should result in the pinpointing of profit opportunities in specific markets through the identification of competitive vulnerability.
- Subjects
MARKETING planning; COMPETITION; MARKETING management; COMPETITIVE advantage in business; PROFIT maximization; DISTRIBUTION (Economic theory); PROFITABILITY; MARKETING strategy; BUSINESS planning; PROFIT; MARKETING audits; STRATEGIC planning
- Publication
Journal of Marketing, 1964, Vol 28, Issue 3, p10
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1249150