search query: @author Varadarajan, P.R. / total: 6
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| Author: | Varadarajan, P.R. Parasuraman, A. |
| Title: | The future of strategic market planning: a survey of U.S. firms |
| Journal: | Business
1987 : APR-MAY-JUNE, VOL. 38:2, p. 21-29 |
| Index terms: | USA STRATEGIC PLANNING MARKETING |
| Language: | eng |
| Abstract: | Review of strategic areas that executives view as requiring more emphasis in the future and which require less in strategic market planning. The corporate, business and functional-level strategies appropriate for US corporations and emphasis placed on strategies that are unlikely to deviate from present strategies. The five key areas: marketing, manufacturing operations, research and development, human resources and finance, with data gained from about 1,000 companies. The survey questionnaire. Product-market and functional-area strategies. Four Exhibits provide data. |
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