The view is put forward that the effective sourcing and management of information is critical in the search for a winning business strategy. Such information will be secured from environmental and market analysis and will be matched with the company′s competitive advantage in the generation of strategic marketing options. Well‐managed information streams will be important in all aspects of the marketing mix as well as in market selection. Information will allow a company to decide on an effective supply posture to meet a market demand opportunity.
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