haku: @author Kolari, J. W. / yhteensä: 5
viite: 3 / 5
| Tekijä: | Mc Daniel, S. W. Kolari, J. W. |
| Otsikko: | Marketing strategy implications of the Miles and Snow strategic typology. |
| Lehti: | Journal of Marketing
1987 : OCT, VOL. 51:4, p. 19-30 |
| Asiasana: | CORPORATE STRATEGY MARKETING THEORY USA BANK MARKETING USA |
| Kieli: | eng |
| Tiivistelmä: | The Miles and Snow strategic typology is discussed as a useful tool for categorizing as well as understanding the types of strategies to be followed by organizations. This typology is related to the field of marketing strategy. Importance of marketing strategy is emphasized. Literature about the topic is reviewed. A report is presented about an empirical investigation. Research methodology is outlined. The examined firms work in a dynamic environment. The research sample is described. The measurement of variables is discussed in detail. Elements of marketing strategies are listed and analyzed. Defender, prospector and analyzer strategies are identified. Marketing management implications are summarized. |
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