Abstract
This paper examines marketing management, the family as a target market, and company survival and raises questions about company preparedness to deal successfully with the environment of the 1980’s. It is questionable whether the strategies- of the majority of large companies through the previous two decades of using "Marginal Incremental Approach" or ‘fine tuning’ the company's marketing program will be sufficient to ensure corporate health and survival in the late 1980’s.
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Mitchell, L.A. (2015). Marketing Management, The Family and Company Survival in the 1980’s. In: Rogers III, J., Lamb, Jr., C. (eds) Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16937-8_81
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DOI: https://doi.org/10.1007/978-3-319-16937-8_81
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