Marketing Strategy for Brands and Customers

Stewart Pearson

Chapter 3 in Building Brands Directly, 1996, pp 47-73 from Palgrave Macmillan

Abstract: Abstract In business, much of strategy’s meaning and force has been lost through misuse. The Oxford English Dictionary defines strategy as: ‘in circumstances of competition or conflict, as in the theory of games, decision theory, business administration, etc., a plan for successful action based on the rationality and interdependence of the moves of the opposing participants’.1

Keywords: Marketing Strategy; Customer Relationship; Market Strategy; Direct Marketing; Customer Segment (search for similar items in EconPapers)
Date: 1996
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DOI: 10.1007/978-1-349-13771-8_3

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