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.

This resource is not available online.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.