3. The generic competitive strategies described in the previous point apply equally well to services and physical

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3. The generic competitive strategies described in the previous point apply equally well to services and physical products, single-product start-ups and multidivisional corporations, and global and domestic operations, and they are unlikely to change dramatically due to the rise of e-commerce.

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Marketing Management A Strategic Decision Making Approach

ISBN: 9780073381169

7th Edition

Authors: John Mullins, Orville Walker, Harper Boyd, Jr.

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