THE STRATEGIC PLATFORM AN ESSENTIAL MARKETING MANAGEMENT TOOL

Abstract

A strategic platform is the blue‐print for managing an established business or new product introduction. This article indicates the kinds of problems companies experience if they do without such a blueprint. A demonstrably successful procedure for defining a strategic platform is described…

Citation

Karger, T. (1984), "THE STRATEGIC PLATFORM AN ESSENTIAL MARKETING MANAGEMENT TOOL", Journal of Consumer Marketing, Vol. 1 No. 3, pp. 61-69. https://doi.org/10.1108/eb008108