Working Papers

The Process of Timely Strategic Marketing Change: Punctuations, Influences, and Anomalies

John W. Mullins, Robert W. Ruekert and Orville C. Walker, Jr.

Jan 1, 1995

Explores the process by which marketing strategies at the product/market level are changed within the broader context of the organization, and describes how several factors may facilitate some stages of the process by inhibiting others.

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