What You Always Wanted to Know about Marketing Strategy...But Were Too Confused to Ask

Abstract

An examination of marketing terms and strategies with copious case histories and examples of firms who have become market leaders in their field or (in some instances) have had their fingers burnt. Concludes by looking at strategic decision making and marketing as a means to gain reasonable returns given the appropriate circumstances.

Citation

McDonald, G. and Roberts, C. (1992), "What You Always Wanted to Know about Marketing Strategy...But Were Too Confused to Ask", Management Decision, Vol. 30 No. 7. https://doi.org/10.1108/00251749210017335