Customer Reviews

Marketing Strategy: A Decision-Focused Approach

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Very basic information provided. Gives a general overview about market strategies on the corporate level, business level, and product level that are out there. Not much practical advise.

Example: Pages 114/115 Adopter Categories

"Early adopters differ from later adopters. Using time of adoption as a basis for classifying individuals, five major groups can be distinguished: innovators, early adopters, early majority, late majority, and laggards...Because each category comprises individuals who have similar characteristics and because individuals differ substantially across categories, these adopter groups can be considered market segments. Thus, one would use a different set of strategies to market a new product to the early adopter group than to market it to the late majority group."

Doesn't give any further information on what those strategies should look like; no examples provided.