A marketing strategyidentifies (1) a firm's target market(s), (2) a related marketing mix (its four Ps), and (3) the bases on which the firm plans to build a sustainable competitive advantage. A sustainable competitive advantage is an advantage over the competition that is not easily copied and can be maintained over a long period of time. A competitive advantage acts like a wall that the firm has built around its position in a market. There are four macro, or overarching, strategies that focus on aspects of the marketing mix to create and deliver value and to develop sustainable competitive advantages. One of them is customer excellence.

Discuss Customer excellence as one of the strategies focus on aspects of the marketing mix to create and deliver value and to develop sustainable competitive advantages.