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Another Oxymoron in Marketing: Marketing Strategy

  • Robin Wensley

Abstract

The essence of the argument in this chapter is that the link between marketing and strategy, at least as they are commonly understood, is becoming more and more tenuous under the twin pressures of changing fashions and more refined analysis. Changing fashions in management are shifting attention away from strategy formulation and analysis towards strategy process and implementation. More refined analysis in marketing recognises that on both economic and statistical grounds it is very unlikely that one can reduce heterogeneity and diversity to a relative simple decision rule for commercial success.

Keywords

Strategic Management Market Segmentation Buyer Behaviour Strategic Management Journal Marketing Management 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Robin Wensley 1998

Authors and Affiliations

  • Robin Wensley

There are no affiliations available

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