A long running debate in the marketing literature has focused on whether firm performance is driven primarily by …

compared to those emphasizing marketing-based capability, while firms that focus strongly on production-based capability create …

innovation based marketing strategy. The position taken here suggests that firms operating within a competitive industry tend to …

and preferred values. The oyster promotions such as nutritional marketing of oysters that have low cholesterol, cooking …

development. The ability to conceptualise and integrate the 8Ps of marketinginto a coherent Extended Marketing Mix (MM) strategy … focused on optimising customer value propositions, there remains evidence ofsystematic Thana-marketing strategies in the … firms return on investment.This paper seeks to explore the Thana-Marketing Mix, which is defined here as the systematic …

Coopers' success lies in the niche marketing strategies it has employed strategies which emphasise the company's unique … large. Practical implications For managers, the case provides clear indications of the various successful niche marketing …

, marketing managers must simultaneously develop competitive strategies and RMO and PMO to obtain increased firm performance …