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13th International Engine Congress 2026 | 24 + 25 February 2026

Meeting Place for the Powertrain and Sustainable Fuels Community

Take part as a speaker in the 13th International Engine Congress 2026, the Meeting Place for the Powertrain, and Sustainable Fuels Community for the exchange of experience. Submit a subject proposal online about our main subject areas: Passenger car engine technology, Commercial vehicle engine technology and Sustainable Fuels & Energy!
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1996 | OriginalPaper | Chapter

Marketing Strategy for Brands and Customers

‘One look, one voice’

Author : Stewart Pearson

Published in: Building Brands Directly

Publisher: Palgrave Macmillan UK

Included in: Professional Book Archive

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Abstract

In business, much of strategy’s meaning and force has been lost through misuse. The Oxford English Dictionary defines strategy as: ‘in circumstances of competition or conflict, as in the theory of games, decision theory, business administration, etc., a plan for successful action based on the rationality and interdependence of the moves of the opposing participants’.1

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Metadata
Title
Marketing Strategy for Brands and Customers
Author
Stewart Pearson
Copyright Year
1996
Publisher
Palgrave Macmillan UK
Book
Building Brands Directly

Print ISBN: 978-1-349-13773-2

Electronic ISBN: 978-1-349-13771-8

Copyright Year: 1996

DOI
https://doi.org/10.1007/978-1-349-13771-8_3