“Marketing Strategy and Differential Advantage”: A Comment
评论了Cook提出的营销战略新范式，指出其未能有效连接市场绩效目标与营销组合决策，并讨论了框架的局限性及改进方向。
This article critiques the “new paradigm of marketing strategies” proposed by Cook (JM, Spring 1983). It is shown that his formulation of the strategic marketing ambition and differential advantage concepts does not provide general or actionable links between a firm's market performance goals and its marketing mix decisions. The consequent limitations of Cook's framework are discussed, and alternative formulations that may overcome these limitations are suggested.