AN ENTERPRISE COMPETITIVE STRATEGY DEFINITION ON THE EXAMPLE OFJSC “CONFECTORY ENTERPRISE “PERMSKAYA

M. Chesnokova ()
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M. Chesnokova: Marketing and Strategic Planning Department at Herzen’s Russian State Pedagogical University

Annals of marketing-mba, 2013, vol. 2

Abstract: The article deals with the essence of lateral marketing, its comparison with traditional (vertical) one and revealing similarities and differences between the two concepts. Besides, the author of the article analyzes the main shortcomings of lateral marketing and specifies their validity.

Keywords: lateral marketing; traditional marketing; innovations; hypercompetitive market. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:articl_v2_18_13

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