1. Chapter 1:
Marketing
Creating Customer Value and Engagement
“ A brand for a company is like a reputation for
a person. You earn reputation by trying to do
hard things well”
By: RHEA ON-POO, MBA
1-1
28. MARKETING STRATEGY- A firm’s target market, marketing mix,
and method of obtaining a sustainable competitive advantage.
SUSTAINABLE COMPETITIVE ADVANTAGE- Something the firm
can persistently do better than its competitors.
“competitive advantage acts like a wall that the firm has built
around its position in a market. This wall makes it hard for
outside competitors to contact customers inside”- Grewal &
Levy 2019