CASE STUDY: A DISADVANTAGED COMPETITOR IN A DECLINING INDUSTRY; MARKETING STRATEGIES AND NEEDS SEGMENTATION

Abstract

The disadvantaged competitor in a declining industry is exemplified by the small, private liberal arts college. Thus, marketing successes among such colleges are the exception — and worth examining. The author concludes from an informal study that those who succeed do so by using a “focus” strategy and by employing unusual efforts to involve in the buying process others beyond the conventional purchaser. Examples are offered of how other organizations who market “against the odds” might apply parallel approaches.

Citation

Gelb, B.D. (1984), "CASE STUDY: A DISADVANTAGED COMPETITOR IN A DECLINING INDUSTRY; MARKETING STRATEGIES AND NEEDS SEGMENTATION", Journal of Consumer Marketing, Vol. 1 No. 1, pp. 40-45. https://doi.org/10.1108/eb008083