search query: @author Kashani, K. / total: 12
reference: 2 / 12
| Author: | Kashani, K. |
| Title: | Marketing futures: priorities for a turbulent environment |
| Journal: | Long Range Planning
1995 : AUG, VOL. 28:4, p. 87-98 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | This article reports on a recent international survey of marketing and general managers aimed at identifying the issues and challenges that marketers face and how these are likely to evolve in the future. The findings underscore the pace of competition in increasingly global markets, the demand on firms to improve product and service quality, and a greater appreciation for strategic thinking and sensitivity to customers. The article concludes with a number of implications for general and marketing management. |
SCIMA