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Sustainable Marketing Leadership
內容大綱
The market leader has the strongest ability among its competitors to shape an oligopolistic, segmented market in its favor. Market leadership is the result of the marketing leadership process including four steps: strategic visioning, integrated planning, managing performance, and marketing controllership. To some extent, market leadership is naturally sustainable. But, there are also natural processes that undermine the market leader's ability to maintain its position. Discusses this related set of topics.