- “The primary determinant of whether a product or business will generate results is its fit
to the needs of customers. If customers do not perceive an offer as having a competitive
advantage – offering superior value – they will not buy it……..”
Doyle, P., and Stern, P., (2006), Marketing Management and Strategy, 4th
Hall.
By reference to academic literature, explore and critically evaluate this proposition.
Using examples, illustrate the implications of the proposition to management practice.
Ed., Prentice
2000 words
