Defending Service Markets

Gruca, Thomas S.
June 1994
Marketing Management;Summer94, Vol. 3 Issue 1, p30
Services marketers still have a lot to learn from the packaged-goods masters when it comes to deflecting a competitive assault. Veterans Procter & Gamble, Wrigley, and Coca-Cola are thriving after many raids on their territory because they held the line at one of the three stages of defensive strategy: blocking a competitor's entry, retaliating after entry, or adapting profitably to the reversal. Service marketers who hope to borrow these strategies successfully must never lose sight of the complexities that make services unique.


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