nies tend to only do business with companies that they feel confident in. Even if the vendor company has the greatest product in the world, with the most powerful warranty, and yet is run in a manner that does not inspire confidence, then the success of that vendor company is in doubt.
In the remaining sections of this paper, use will be made of the concept of marketing strategy known by the acronym DADDIE which stands for "Direction, Analysis, Design, Development, Implementation and Evaluation." Morris, 1996; Nakache, 1998). These five steps are essential to creating a profit-sustaining marketing strategy. This gives rise to the concept that marketing is not, and should never be considered a "closed-end" situation.
Power (whether marketing, conceptual or analytical) is the energy that drives the market. There are many versions of market power, and many theories, but the most concise is that it is focused energy. In its relati
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