帕尔马蒂尔-营销战略：第一原理和数据分析-Marketing Strategy Chapter 6 version 2_4.pptxVIP

? Palmatier, 2017, Marketing Strategy, Palgrave. ISBN: 9781137526236.1Marketing Strategy Chapter 6 (Offerings)Marketing Principle #3All Competitors React ? Managing Offering-based Sustainable Competitive Advantage AgendaIntroductionOffering and Innovation StrategiesDeveloping Innovative OfferingsRepositioning and Disruptive InnovationsConjoint AnalysisLaunching and Diffusing Innovation StrategiesPsychological, People, and Products FactorsBass Diffusion ModelManaging Offering-Based Sustainable Competitive AdvantagesSteps to Building Offering EquityResearch Approaches to Designing and Launching