haku: @author Pitt, L. / yhteensä: 23
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| Tekijä: | Morris, M. Pitt, L. |
| Otsikko: | The contemporary use of strategy, strategic planning, and planning tools by marketers: a cross-national comparison |
| Lehti: | European Journal of Marketing
1993 : VOL. 27:9, p. 36-57 |
| Asiasana: | MARKETING MARKETING STRATEGY STRATEGIC PLANNING |
| Kieli: | eng |
| Tiivistelmä: | This article describes how disciplinary surveys conducted in the USA and South Africa reveal some interesting comparisons. The authors show how concentration strategies can assist targeting, marketplace production and assess market sales situations. The authors conclude that strategy is a fairly well-understood concept among marketing managers. Marketers were able to distinguish strategies from objectives or tactics, and tended to view strategies as preceding tactics. The similarities between US and South African firms clearly outweighed the differences in terms of survey questions. |
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