haku: @author German, M. / yhteensä: 1
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| Tekijä: | German, M. Donahue, D. A. Schnaars, S. P. |
| Otsikko: | A chink in marketing's armor: strategy above tactics |
| Lehti: | Business Horizons
1991 : MAR-APR, VOL. 34:2, p. 74-78 |
| Asiasana: | MARKETING STRATEGY GOALS CORPORATE STRATEGY CHIEF EXECUTIVE OFFICERS WAR |
| Kieli: | eng |
| Tiivistelmä: | In recent years, attempts have been made to equate marketing and the military. It is argued that the strategic level of warfare, in the military, is concerned with goals and objectives. In business, the theory of the firm dictates that a company has an overall mission. Both business and the military are holistic enterprises: the sum is greater than the parts. A marketing or finance unit cannot make strategy for the firm, because it does not have an overall view of the battlefield. Only at the level of the CEO or military general is the entire universe of decision-making options in clear view. It is important to separate strategy from tactics and recognize that, in the military and business world, strategy comes first. |
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