Differentiation that matters

Patrick Barwise and Sean Meehan

The article argues against two marketing myths, uniqueness and table stakes. People buy a brand not because it is unique but because it delivers what they want a little better.

Customer relationship management
Managing the marketing function
Strategy

Differentiation that matters

Patrick BarwiseManagement and Marketing at London Business SchoolSean MeehanMarketing and Change Management at IMD, Lausanne

Marketing is about two things. First, the marketing concept: 'Marketing is not a specialised business...

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