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Strategic defence for the 1990s

✍ Scribed by Canavan, Gregory; Teller, Edward

Book ID
109763260
Publisher
Nature Publishing Group
Year
1990
Tongue
English
Weight
990 KB
Volume
344
Category
Article
ISSN
0028-0836

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This article is meant to be a "reality check" for the direct marketing industry. It suggests that, in order to succeed in the 1990s. direct marketing firms must avoid "marketing inertia" by becoming more adaptable to both internal and external conditions. Empirically. this study re-analyzes data fro