Cost Leadership and Gasoline Prices (Craig Douglass On Marketing)

by Craig Douglass  on Monday, Jul. 1, 2013 12:00 am  

Craig Douglass

The frugal consumer always likes the best deal. Looking for leadership in the low-cost category, consumers are willing to be loyal to a brand if the price is right, and right consistently. That's why marketers who adopt “cost leadership” as their primary strategy consider price not as a tactic, but as a day-in and day-out mission.

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