Marketing Operations Term Paper (original) (raw)

The paper discusses the importance of customer-focused marketing operations in building sustainable competitive advantage through customer acquisition and relationship management. It emphasizes the role of marketing research in aligning product offerings with customer desires, and critiques the product innovation approach by highlighting the risks of over-emphasizing innovation without customer input. The SIVA model is introduced as an alternative framework that prioritizes solutions, information, value, and access, offering a more consumer-centric perspective on marketing.