Strategy-Marketing - How Increasing Value to Customers Improves Business Results - Traditional strategies built around market share lead to diminishing returns. Smart companies are increasing their returns by defining their goals in terms of market spaces, not sales of discrete items -- And focusing on the whole customer.
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MIT sloan management review. - Cambridge, Mass : MIT, ISSN 1532-9194, ZDB-ID 2039388X. - Vol. 42.2000, 1, p. 27-38