Business management guru and author Michael Porter laid out his generic marketing strategies in his 1985 book "Competitive Advantage: Creating and Sustaining Superior Performance." Porter identified ...

Any effective marketing strategy has a specific focus. The strategy must give the company direction in utilizing its available resources as effectively as possible for reaching the desired audience.

As I discussed in last month's column, a Competitive Advantage is vital to the ongoing success and indeed viability of a company/business. Once a company/business has achieved a clear understanding of ...