Marketing: The prospects for the 1980s |
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Authors: | JBarry Mason Alan Resnik |
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Institution: | The University of Alabama, USA;Portland State University, USA |
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Abstract: | The article describes a research project whose purpose was to investigate the operating environment of the 1980s for the marketing executive and the strategic responses appropriate to that environment. The survey found that marketing executives were optimistic in their view of the future decade but felt the need for greater precision in marketing strategies to deal with the attendant high risks. |
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