Companies must cope with different market, customer and competitor structures and are therefore obliged to develop strategies and tactics that will enable them to deal successfully with these challenges. These strategies will have implications at all levels of the firm; from manufacturing to finance and from personnel to sales. At all stages the company will strive to achieve a balance between the level of investment and the expected achievement relating to the overall company strategy; market share, return on capital employed, sales volume, or whatever criteria is deemed to be central to those objectives.
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- 1.See Kotier Marketing Management: Analysis, Planning, Control; and Hughes Marketing Management.Google Scholar
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