Developing and Implementing Marketing Strategies

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In this volume the author describes various marketing strategies for increasing sales including: market penetration, product and market development, diversification and acquisition. Stefflre draws upon his own experience as a consultant for such companies as General Foods, the Coca Cola Company, the Scott Paper Company, Procter and Gamble, General Mills, Syntex, Miles Laboratory, Halston Fragrances, and Distillers Corporation, Ltd. While the book deals with external strategies in the marketplace, it stresses the need to consider internal realities of the organizations and their participants. His many examples illustrate that while decisions are justified by benefits to the organizations, often decisions are made by considering benefits to the decision makers.