Thinking the Unthinkable: Steps to Looking Out for New Competitors

by Paul Barsch

a marketing executive, are you on the look-out for new market entrants? New market forces and entrants can potentially destroy your business model—just ask anyone competing with Google. Marketing intertwines with strategy and—in some progressive companies—drives it. The role of any marketing executive is not only to understand the 4Ps, but to also have a thorough understanding of competitive and market landscapes. But many marketing executives get caught in their functional roles (events, field or product marketing, or whatever) and lose focus on the role of marketing to help drive business strategy. ... cont'd

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