THE STRATEGIC PLATFORM AN ESSENTIAL MARKETING MANAGEMENT TOOL
Theodore Karger
(President of The Nowland Organization, Inc.)
321
Abstract
A strategic platform is the blue‐print for managing an established business or new product introduction. This article indicates the kinds of problems companies experience if they do without such a blueprint. A demonstrably successful procedure for defining a strategic platform is described…
Citation
Karger, T. (1984), "THE STRATEGIC PLATFORM AN ESSENTIAL MARKETING MANAGEMENT TOOL", Journal of Consumer Marketing, Vol. 1 No. 3, pp. 61-69. https://doi.org/10.1108/eb008108
Publisher
:MCB UP Ltd
Copyright © 1984, MCB UP Limited