First Mover/Pioneer Strategies

First Mover/Pioneer Strategies

By
David Bruce Montgomery, Marvin B. Lieberman
Handbook of Marketing Strategy. Elgar,
2011

his authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing.

The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational