Marketing Strategy in a Slow Growth Economy

by Frederick Webster



The markets of the 1980s require an entirely different perspective, a new set of assumptions about the environment and some fundamentally new approaches to the challenge of sustained development of the enterprise. There is no stronger tool for improving company productivity and performance than an improved marketing capability. This entails a shift from strategic planning to strategic management; a strategic choice of customers; a renewed focus on market segmentation, product differentiation, and positioning; and improved sales force deployment. The most basic commitment of all must be to the customer-a commitment to quality products and service and innovative, timely solutions to customer problems.

California Management Review

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