In a study of 116 Volvo dealers and 146 Ford dealers, attitudes towards the use of information technology as a method of creating competitive advantage were examined. Based on Porter′s work it was hypothesised that in the British market Ford operates as a broad focus cost leader whilst Volvo...

1. Marketing is broken -- 2. What's wrong with traditional marketing today? -- 3. How buyers buy -- 4. Decision-maker ecosystems -- 5. How influence works -- 6. Who are your influencers? -- 7. Identifying and ranking influencers -- 8. Who should evaluate the influencers in your market? -- 9....