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| − | In [[Marketing Strategy and Organization: Building Sustainable Business|Marketing Strategy and Organization: Building Sustainable Business]] the following players in the marketing arena play a role:
| + | Rules of engagement |
| − | * Who is the targeted customer (for whom)
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| − | ** Marketing is a battle of perceptions. Customer think in terms of brands and symbols. Thus companies must position themselves in dimensions that are '''Communicable''' to the target customers.
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| − | ** The strategy must further be '''relevant''' to these customers.
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| − | ** The quest for a 'mental monopoly' goes along the following lines:
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| − | *** It is better to be first than it is to be better (law of leadership)
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| − | *** If you cannot be first in a category then set up a category you can be first in (law of category)
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| − | *** It is better to be first in the mind than to be first in the market place (law of the mind)
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| − | * Who are the competitors (against whom)
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| − | ** The strategy must be '''distinguish''' itself on key customer benefits as perceived by the customer.
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| − | ** The strategy must be '''sustainable'''; the quest for sustainability goes along these lines:
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| − | *** 'God is always on the side of the big battalions'. Everything else being equal - size does matter
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| − | *** 'The defensive form of warfare is stronger than the offensive'
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| − | * Who is the initiating company (by whom)
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| − | ** A competitive strategy must, of course, be '''feasible'''
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| − | ** A competitive strategy lastly must be '''credible'''. A company cannot completely act against their brand's main values.
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| − | <html><img src = "/static/files/MBI/Module%2011/rulesofengagement.png" width="500"/></html>
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| | [[Category:marketing]] | | [[Category:marketing]] |
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