Abstract

http://ssrn.com/abstract=1584114
 


 



The Seven Questions of Marketing Strategy


Paul Farris


University of Virginia - Darden School of Business

Mark E. Parry


University of Missouri at Kansas City - Department of Organizational Leadership/Marketing


Darden Case No. UVA-M-0779

Abstract:     
This simple model of marketing strategy can provide keys to creating a sustainable competitive advantage. Suitable for MBA and executive formats, this technical note demonstrates that individual marketing strategy concepts are interconnected, which renders the strategic process vulnerable to the political machinations of executives. Evolving customer needs and competitors’ proactive efforts to steal market share require a dynamic marketing strategy.

Number of Pages in PDF File: 7

Keywords: marketing strategy

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Date posted: April 5, 2010  

Suggested Citation

Farris, Paul and Parry, Mark E., The Seven Questions of Marketing Strategy. Darden Case No. UVA-M-0779. Available at SSRN: http://ssrn.com/abstract=1584114

Contact Information

Paul Farris (Contact Author)
University of Virginia (UVA) - Darden School of Business ( email )
P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)
HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm
Mark Parry
University of Missouri at Kansas City - Department of Organizational Leadership/Marketing ( email )
5110 Cherry St.
Kansas City, MO 64110
United States
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