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Schwerpunkte des Buches sind die Wettbewerbsstrategie und die Integration der Kostenanalyse in den marktbedingten Preisbildungsproze. Die Autoren erklren, wie die Rentabilitt eines Unternehmens trotz starker Konkurrenz erhalten werden kann. Und zwar mu der Wettbewerb gelenkt werden, anstatt lediglich auf die Konkurrenz zu reagieren. Der Leser erfhrt einfache, aber uerst wirkungsvolle finanzielle Techniken zur Integration der Kostenfrage in Marketingentscheidungen. Schlielich werden Gewinnmglichkeiten erlutert, die sich aus einer Marktsegmentierung ergeben, ebenso wie die spezifischen Techniken zur Erreichung dieser Segmentierung.
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