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The process of consumer goods planning and demand research in a centralised socialist system, that of the German Democratic Republic (GDR) is presented and analysed. The system′s degree of centralisation and performance record; and its effectiveness in meeting consumer needs are evaluated and...
Revolutionising advances in computer and communication technology have pushed intelligence about the environment to the top of an organisation′s resource priorities, and organisations into the “Age of Intelligence”. Marketing is increasingly defined and driven by a managerial philosophy...
A model of intrachannel co‐ordination strategies is presented. These strategies are analysed and then classified along three dimensions: locus of co‐ordination, degree of specificity, and laterality of decision making. These dimensions are treated as parameters to develop a 2 by 2 grid,...
The stakeholder approach and two value exchange models are offered as tools to assist market managers to strategically manage the marketing function. The stakeholder concept is introduced to aid in identifying all of the constituents and other stakeholders of marketing, both internal and...
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