Marketing Policy and Competitiveness in the Manufacturing Sector. Sustainable Preference Marketing Policy Model (SUPMAP MODEL)

      Аннотация: The book is as a result of a current study set out to analyse the effect of Marketing Policy on Competitiveness in the manufacturing sector with specific reference to the less developed countries. However, the study also acknowledges that despite the expected relationship between Marketing Policy and Competiveness there is also an expected relationship between Marketing policy and Relationship Marketing which is complimented by Quality of products which in turn influences Competitiveness.Finally the Marketing Policy and the other strategies that were used in the study in the less developed countries had a total causal effect of 80% on Competiveness. However the Competitiveness referred to only applied to the current environment which did not promise continued Survival into the future. Given that fact the study henceforth proposed the Sustainable Preference Marketing Policy Model (SUPMAP Model) which guarantees not only competitiveness but also sustainability. This therefore means that if the new Model is adopted the companies can be Competitive for many years to come. The SUPMAP Model is henceforth the study contribution to Knowledge.

Ключевые слова: Marketing Policy, Relationship marketing, quality of products, Competitiveness