Does your company have competitive strength in the marketplace? Take a balanced approach to get results

摘要

What are the signs of a truly competitive company? A highly satisfied and loyal customer base, most managers would say. But is that enough to ensure business success? Not according to Michael Branham, president, Competitive Benchmarking Associates in The Woodlands, TX. While customer satisfaction and loyalty certainly are important, companies need to balance those elements with an emphasis on continuously increasing marketing effectiveness, he says.