5. The marketing decision makers job is to develop a sound, evidence-based marketing strategy for his or

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5. The marketing decision maker’s job is to develop a sound, evidence-based marketing strategy for his or her offering and to make a persuasive case for its support. If that strategy does not fit the objectives or available resources and competencies of the business unit in which the product is housed, top management may choose to move the product to a more amenable unit or require adjustments to the strategy.

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Marketing Management A Strategic Decision Making Approach

ISBN: 9780073381169

7th Edition

Authors: John Mullins, Orville Walker, Harper Boyd, Jr.

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