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Marketing Strategy

Organizing the Marketing Function in a Growth Industry

Louis Bucklin

ArticleIn-Depth
Abstract
Even a production-oriented new industry must soon become market-minded and organize its distributive staff accordingly if it is to survive in today's sales jungle, this article declares, using as its case in point a study of what is happening right now in the semiconductor industry.
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Winter 1962

Volume 4
Issue 2


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California Management Review

Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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