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.

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
Online-Zugang:	Volltext
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