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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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