For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments.

Chapter 9: Competition and Positioning

Competition and Positioning

Competition and positioning
GaryNoble and Debra Z.Basil


Competition is a consequence of free choice. As Henderson (1983) suggests, the basic principles of competitive systems have been with us since the beginning of time. Nature itself is highly competitive, a point Darwin made ...

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