Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
A Time for Change Read chapter Read first chapter

1996 | OriginalPaper | Chapter

Marketing Strategy for Brands and Customers

‘One look, one voice’

Author : Stewart Pearson

Published in: Building Brands Directly

Publisher: Palgrave Macmillan UK

Included in: Professional Book Archive

Get Access

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

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

previous chapter Successful Business Models
next chapter Creating Value from Brands and Customers
Metadata
Title
Marketing Strategy for Brands and Customers
Author
Stewart Pearson
Copyright Year
1996
Publisher
Palgrave Macmillan UK
Book
Building Brands Directly

Print ISBN: 978-1-349-13773-2

Electronic ISBN: 978-1-349-13771-8

Copyright Year: 1996

DOI
https://doi.org/10.1007/978-1-349-13771-8_3