Summary : The Ultimate Marketing Plan - Dan Kennedy: Find Your Most Promotable Competitive Edge, Turn It Into A Powerful Marketing Message And Deliver It To The Right Prospects

This work offers a summary of the book "THE ULTIMATE COMPETITIVE ADVANTAGE: Secrets of Continually Developing a More Profitable Business Model" by Donald Mitchell and Carol Coles.Donald Mitchell worked as director in strategic planning for Heublein Inc. and as a project manager for the Boston Consulting Group Inc.

He is now CEO and chairman of his own consulting firm: Mitchell and Company.

Carol Coles is also a cofounder of Mitchell and Company where she currently serves as COO and president.

She has more than 26 years of experience designing management processes for companies.The most successful companies are consistently experimenting to improve and reinvent their business models.

This usually has the potential to generate far more substantial increases in revenues and profits than any amount of fine tuning of an existing business model will ever produce.

The Ultimate Competitive Advantage describes the sequence of four steps that companies tend to go through in practice.According to the authors, "business model obsolescence is the major unperceived opportunity for and threat to all businesses now.

Right now, you are probably ignoring a competitive vulnerability that can literally put you out of business in the next few years".The Ultimate Competitive Advantage outlines an effective method that can be used by any company willing to improve its business model.