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Marketing Strategy for Brands and Customers

‘One look, one voice’

  • 1996
  • OriginalPaper
  • Chapter
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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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Title
Marketing Strategy for Brands and Customers
Author
Stewart Pearson
Copyright Year
1996
Publisher
Palgrave Macmillan UK
DOI
https://doi.org/10.1007/978-1-349-13771-8_3