View source for Competitive frame of reference

[[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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