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Managing ‘Promise’ for Competitive Marketing Advantage

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  • Dr. Atanu Adhikari

    (Indian Institute of Management Kozhikode)

Abstract

Marketing theory is dealing with several Ps of marketing for more than half a century. Many academicians and practitioners have argued in favour as well as against of conventional marketing mix. However, not many have tried to find out the internal link that weaves these Ps of marketing mix to give the brand a sustainable competitive advantage. In this article, we have tried to promote the basic of all Ps, which is ‘promise’. It integrates every branch of brand effectiveness and creates a long term value

Suggested Citation

  • Dr. Atanu Adhikari, 2018. "Managing ‘Promise’ for Competitive Marketing Advantage," Working papers 283, Indian Institute of Management Kozhikode.
    • Handle: RePEc:iik:wpaper:283
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    Keywords

    Marketing;

    Statistics

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