Competitive frame of reference

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Competitive frame of reference is closely linked to target market decisions, defines which other brands a brand competes with and which should thus be the focus of competitive analysis. Decisions about the competitive frame of reference are closely linked to target market decisions

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Competitive frame of reference. Closely linked to target market decisions, defines which other brands a brand competes with and which should thus be the focus of competitive analysis. Decisions about the competitive frame of reference are closely linked to target market decisions
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