Markets and Marketing Strategy
Industrial Market Segmentation: A Nested ApproachJan 1, 1983 Thomas V. Bonoma and Benson P. Shapiro, 1983, 83-100
Organizes the literature on industrial market segmentation according to a new framework and discusses how to use this information in practical applications.
Strategic Marketing and the Product Life CycleJan 1, 1982 Frederik D. Wiersema, 1982, 82-103
Defines strategic marketing in managerial terms and discusses links between marketing and corporate planning.
Strategic Market Analysis: Top-Down and Bottom-Up ApproachesJan 1, 1980 George S. Day, 1980, 80-105
Examines important differences between top-down and bottom-up approaches to strategic market analysis and proposes ways of integrating the two methods.
Marketing Issues—Challenges for Marketing in the 1980sJan 1, 1980 Stephen A. Greyser, 1980, 80-102
Highlights marketing issues that 40 senior marketing management and marketing research executives predict will be most salient to business in the 1980s.
Simulation Methods as an Aid to Designing Market Map Studies: A Managerial ReviewJan 1, 1979 Edgar A. Pessemier, 1979, 79-102
Describes a simulation approach designed to help a firm choose the most cost-effective method of developing a market map in the context of its market environment.
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