Abstract
Marketing practitioners may find their work made more difficult by the fact that firms often have conflicting aims or goals and in the attempt to reach those goals, strategies which cut across each other are often employed. Consider the following simple example.
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Notes
H. I. Ansoff and J. Stewart, ‘Strategies for a Technology-based Business’, Harvard Business Review, November-December 1967.
See A. D. H. Kaplan, Big Enterprise in a Competitive System (Brooking, 1954) and G. Whittington, ‘Changes in the Top 100 Quoted Manufacturing Companies in the United Kingdom 1948 to 1968’, Journal of Industrial Economics 21 (1973) pp. 17–34.
See, for example, W. D. Hoffmann, ‘Market Structure and Strategies of R & D Behaviour in the Data Processing Market — Theoretical Thoughts and Empirical Findings’, Research Policy 5 (1976) pp. 334–53.
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© 1980 Merlin Stone
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Stone, M. (1980). Aims, Goals and Strategies. In: Marketing and Economics. Palgrave, London. https://doi.org/10.1007/978-1-349-16426-4_2
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DOI: https://doi.org/10.1007/978-1-349-16426-4_2
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