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Marketing and Corporate Strategy

  • 1992
  • OriginalPaper
  • Chapter
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Abstract

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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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