Throughout the 1960s the marketing concept was a dominant guideline that became a pervasive force within the entire organization. Strategic planning, with its emphasis on the formulation of the business mission, the identification of strategic alternatives, and contingency planning, became the...

Considers the shift of marketing functions from the perspective of the wholesaler rather than from the traditional point of view of the manufacturer or retailer. Examines the vertical integration of marketing functions by manufacturers and the use of synergistic strategies which could cause a...

Too often, long‐range environmental forecasting is ignored in order to cut costs. But long‐range forecasting can actually reduce costs and win new markets ahead of the competition. For example, Sears removed flammable nightwear and substituted nonflammable nightwear long before government...