Managing ‘Promise’ for Competitive Marketing Advantage

Adhikari Atanu ()
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Adhikari Atanu: Indian Institute of Management Kozhikode

No 283, Working papers from Indian Institute of Management Kozhikode

Abstract: Marketing theory is dealing with several Ps of marketing for more than half a century. Many academicians and practitioners have argued in favour as well as against of conventional marketing mix. However, not many have tried to find out the internal link that weaves these Ps of marketing mix to give the brand a sustainable competitive advantage. In this article, we have tried to promote the basic of all Ps, which is ‘promise’. It integrates every branch of brand effectiveness and creates a long term value

Keywords: Marketing (search for similar items in EconPapers)
Pages: 19 pages
Date: 2018-05
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