ABSTRACT
Successful completion of a task usually depends on developing a robust understanding of it, in terms of what is to be done and why, as well as the availability of requisite skills and tools. Keeping in mind that the ultimate objective of any business organization is winning and retaining customers, the creation of the requisite knowledge—i.e., how to attract and retain profitable customers in an economically sound manner—forms the basis of an effective marketing strategy. In other words, the attainment of broadly defined informational advantage is the key to competitive advantage.
