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1992 | OriginalPaper | Chapter

Marketing and Corporate Strategy

Author : Michael J. Baker

Published in: Marketing Strategy and Management

Publisher: Macmillan Education UK

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The issues to be addressed in Chapter 3 include: 1The development of the marketing function.2The fundamentals of corporate vs marketing strategy and the context in which they evolve.3The identification of limited strategic alternatives and basic strategic options.

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Metadata
Title
Marketing and Corporate Strategy
Author
Michael J. Baker
Copyright Year
1992
Publisher
Macmillan Education UK
DOI
https://doi.org/10.1007/978-1-349-22167-7_3