Purpose – The purpose of this paper is to present a consumer‐oriented model of the market offering (marketing mix) whereby business practitioners, as well as academic scholars and students, can better understand the parallel‐based logic of how the four elements of a market offering are...

Focuses on the importance of successful competitive positioning in the European consumer market. Presents a model for establishing a competitive position in the minds of consumers. Proposes that the model presented will help marketing executives achieve a better competition position in the...