How are the basic business philosophies or orientations of a major consumer products firm such as General
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How are the basic business philosophies or orientations of a major consumer products firm such as General Mills or Nestlé and a small entrepreneurial start-up in a fast-growing, high-tech industry likely to differ? What are the implications of such philosophical differences for the role of marketers in the strategic planning processes of the two firms?
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Marketing Strategy A Decision Focused Approach
ISBN: 9780078028946
8th Edition
Authors: Orville Walker, John Mullins
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