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| Author: | Piercy, N. |
| Title: | Marketing and strategy fit together (in spite of what some management educators seem to think!) |
| Journal: | Management Decision
1995 : VOL. 33:1, p. 42-47 |
| Index terms: | MANAGEMENT EDUCATION MARKETING STRATEGY |
| Language: | eng |
| Abstract: | The paper throws down a challenge to management educators and trainers, as well as to managers themselves, to reconsider how they relate the critical issues in marketing to the equally critical issues in business strategy and vice versa. Management education is accused of repeatedly failing to respond to changes in the business world, and of artificially separating marketing from strategy for reasons of administrative neatness which have nothing to do with the real problems managers face. |
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