Competitive advantages require delivering more value and satisfaction to target consumers than competitors doCompetitive marketing strategies are how companies analyze their competitors and develop value-based strategies for profitable customer relationships
The Ivory Story1879 Harvey Proctor read 45thpsalm:“All thy garments smell of myrrh and aloes, cassia, out of Ivory places”1881 First Ivory ad, 99 44/100% pure, floated1883 Aggressive National Advertising. $11,0001890-1992: Total Promotion $400 Million1890-1992: Total Sales $25 Billion1890-1992: Total Profits $2-3 Billion
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