Marketing's Agenda for the 1990s
Abstract
The 1990s may turn out to be the most testing decade since the 1930s. Severe competition, industry capacity gluts, and rapid technology transfer will not allow any firm to stay ahead of the pack for long. Depressed margins and increasing costs in benefits and office automation will put companies between the proverbial rock and a hard place. They will be severely challenged to get a payoff from their knowledge workers and upgrade total quality fast.
Citation
Magrath, A.J. (1992), "Marketing's Agenda for the 1990s", Journal of Business Strategy, Vol. 13 No. 4, pp. 33-37. https://doi.org/10.1108/eb039504
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited