Business management guru and author Michael Porter laid out his generic marketing strategies in his 1985 book "Competitive Advantage: Creating and Sustaining Superior Performance." Porter identified ...

Any effective marketing strategy has a specific focus. The strategy must give the company direction in utilizing its available resources as effectively as possible for reaching the desired audience.

The basic message of Blue Ocean Strategy is that organizations should not try to compete in existing markets (red oceans) but rather create or find new markets where competition does not yet exist ...

To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for capturing market share from competitors and their generic-advertising strategy ...

Digitization, which is of course happening all around us, is opening up a whole new spectrum of opportunities to create value. But how do you navigate this new horizontal world? Peter Weill and ...