Marketing Insights From a to Z: 80 Concepts Every Manager Needs to Know

“Strategy should evolve out of the mud of the mar-
ketplace, not in the antiseptic environment of an ivory tower.”
Your strategy should be some unique synthesis of features, de-
sign, quality, service, and cost. You have succeeded in building an en-
viable strategy when it has created such an advantageous market
position that competition can only retaliate over a long time period
and at a prohibitive cost.
What is bad strategy? We know it when we see it.
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Yesterday’s strategy.
Sears and GM, for example, tend to be re-
sponsive to the marketplace of yesterday.