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What is the Impact on Strategy?

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0003
Subject:
Business and Management, Marketing

This chapter provides an analytical approach for defining the market. It shows the importance of explicitly evaluating consumer perceptions and perceived product benefits when defining the boundaries ... More


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