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Published in:
1992 | OriginalPaper | Chapter
Marketing and Corporate Strategy
Author : Michael J. Baker
Published in: Marketing Strategy and Management
Publisher: Macmillan Education UK
Included in: Professional Book Archive
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The issues to be addressed in Chapter 3 include: 1The development of the marketing function.2The fundamentals of corporate vs marketing strategy and the context in which they evolve.3The identification of limited strategic alternatives and basic strategic options.