Chapter 6: Examining Marketing Strategy from a Contingency Perspective

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Chapter 6

The goal of the chapter is to examine the marketing strategy-performance relationship, using available findings to identify key variables, relationships, and issues. These findings are incorporated into a proposed marketing-strategy-process conceptual model. Each stage of the process, framework, and critical underlying issues are examined.

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Book Information

Pages: 26
Published: 1987
New Copyright: 2011
ISBN: 9781613110706
Categories:, , ,
Author:

Author information


David W. Cravens David W. Cravens

David W. Cravens is the Professor of Marketing and the Eunice and James L. West Chair of American Enterprise at Texas Christian University. His research has primarily focused on international/global marketing strategies, new products, and sales force performance.

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