Marketing Strategy and Differential Advantage
作者将军事战略中的“战略力量”概念引入营销领域，扩展了投资组合分析和PIMS研究，提出了一种新的营销战略范式。作者引入并校准了“战略营销雄心”这一概念，将其与营销组合联系起来，然后推导出一个理论函数，将战略雄心与投资同市场份额联系起来。作者还提出了“差异化营销优势”的操作性衡量方法，并通过一个竞争性投资、营销战略与差异化优势的示例展示了分析方法的应用。
Extending portfolio analysis and PIMS studies to include military concepts of strategic force produces a new paradigm of marketing strategies. The author introduces and calibrates the concept of strategic marketing ambition, relates this concept to the marketing mix, and then derives a theoretical function linking strategic ambitions and investments with market share. An operational measure of differential marketing advantage is introduced, and the. methods of analysis are applied in an illustration of competitive investments, marketing strategy and differential advantage.