An Understanding of Marketing Strategy

An Understanding of Marketing Strategy

Concepts used in conjunction with marketing strategy are differentiated and clarified. Research indicated that although respondent companies claimed to have a marketing strategy, the marketing executives found great difficulty in explaining this strategy and definitions varied widely.

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Bibliographische Detailangaben
Veröffentlicht in:European journal of marketing 1989-08, Vol.23 (8), p.45-58
1. Verfasser: Greenley, Gordon E
Format: Artikel
Sprache:eng
Schlagworte:
Corporate objectives
Corporate planning
Factors
Market entry
Market positioning
Market shares
Market strategy
Marketing
Marketing management
Marketing strategy
Strategic planning
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Beschreibung
Zusammenfassung:Concepts used in conjunction with marketing strategy are differentiated and clarified. Research indicated that although respondent companies claimed to have a marketing strategy, the marketing executives found great difficulty in explaining this strategy and definitions varied widely.
ISSN:0309-0566
1758-7123
DOI:10.1108/EUM0000000000583