Markets and Marketing Strategy
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.
Analytic Approaches to Product and Marketing PlanningAllan D. Shocker, 1979, 79-104
Collection of papers addressing alternative analytic approaches to product-marketing planning, the understanding of changes in the competitive environment, issues involved in modeling customer market behavior, and problems of implementation.
Managerial Aspects of Market Structure Analysis and Market MapsJan 1, 1979 Edgar A. Pessemier, 1979, 79-101
Discusses the main steps in building a market map and applying it to problems of product design, target market segments, and communication strategy.
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