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Home > Terms > English, UK (UE) > Defensive marketing strategy
Defensive marketing strategy
For an established company with a wide customer base, defensive marketing is largely reactive to the competition. The primary purpose of defensive marketing strategy is to defend the market position, maintain sales and profitability, and to fend off the various challengers.
Defensive marketing strategies may take the form of pre-entry and post-entry actions.
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- Part of Speech: noun
- Synonym(s):
- Blossary:
- Industry/Domain: Business services
- Category: Marketing
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- Acronym-Abbreviation:
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