=+10. If you are an underdog: only compete in mar- ket segments where you have or can

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=+10. If you are an underdog: only compete in mar- ket segments where you have or can develop strengths; avoid head-to-head competition with dominant competitors; emphasize prof- its rather than volume; and focus on special- ization rather than diversification.

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Marketing Management

ISBN: 9780077861063

10th Edition

Authors: J. Paul Peter, James Donnelly

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