Michael Porter, author of Competitive Advantage and father of the 5 Forces industry analysis, has said that there are three fundamental strategies for a firm in any industry: Cost Leadership Strategy, Differentiation or Branding Strategy, and Focus or Niche Market Strategy. In a cost leadership strategy, companies sell their out put at low prices and…

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In his controversial new book “The Fall of Advertising and the Rise of PR,” marketing legend Al Ries argues that traditional advertising is taking a back seat to public relations in terms of effectively delivering customers. As a matter of fact, Ries’ own assessment is handicapped by an assumption that public relations remains the most…

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Customers demand value. Customers want to be sure that when they buy a product or service they can use it and, in its use, derive more value from the product or service than the cost of selecting it and purchasing it. At the core of this decision criteria is the value proposition. Managing the value…

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