Turbo Marketing Through Time Compression
Philip Kotler
(Professor of International Marketing at the J.L. Kellogg Graduate School of Management, Northwestern University)
Paul J. Stonich
(Vice‐President at United Research, a Gemini Consulting company headquartered in Morristown, N.J)
218
Abstract
A host of advantages will flow to companies that learn to make and deliver goods and services faster than their competitors. However, four key questions must be answered to determine if a turbo marketing approach is suitable for your company.
Citation
Kotler, P. and Stonich, P.J. (1991), "Turbo Marketing Through Time Compression", Journal of Business Strategy, Vol. 12 No. 5, pp. 24-29. https://doi.org/10.1108/eb039439
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited