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Marketing Strategy and Financial Performance

  • David W. StewartEmail author
Chapter
Part of the Palgrave Studies in Marketing, Organizations and Society book series (PSMOS)

Abstract

Corporate strategy and marketing strategy are about finding positive net present value opportunities that match the needs of at least a portion of a market. Ultimately this matching is the key to the identification of a successful business model. This chapter examines corporate strategy from a marketing perspective with an emphasis on the importance of identifying and satisfying customer needs rather than focus on the creation of structural barriers to competition that is often the emphasis of treatments of corporate strategy.

References

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.College of Business AdministrationLoyola Marymount UniversityLos AngelesUSA

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