Marketing strategy in corporate context
| dc.contributor.author | Foxall, Gordon R. | |
| dc.contributor.author | Driver, John C. | |
| dc.date.accessioned | 2008-07-15T14:24:35Z | |
| dc.date.available | 2008-07-15T14:24:35Z | |
| dc.date.issued | 1986 | |
| dc.description.abstract | There is a growing body of thought - reflected in a burgeoning literature - which champions the benefits of 'strategic marketing' as a means of corporate salavation. This article seks to put marketing into its correct corporate context - not as the ultimate locus of strategic planning and action, but as a managerical function concerned with the implementation of a philosophy of creating profitable customer satisfaction. The article argues that currently-fashionable excesses among those who apparently seek the aggrandisement of the marketing function make necessary this re-affirmation of the role of marketing management. | en_UK |
| dc.identifier.uri | http://hdl.handle.net/1826/2747 | |
| dc.language.iso | en | en_UK |
| dc.publisher | Cranfield School of Management | en_UK |
| dc.relation.ispartofseries | School of Management; Marketing and Logistics Discussion Paper;86/1 | en_UK |
| dc.relation.ispartofseries | Marketing and Logistics paper 86/1 | en_UK |
| dc.title | Marketing strategy in corporate context | en_UK |
| dc.type | Working Paper | en_UK |