Marketing strategy

AKAD Wissenschaftliche Hochschule Lahr

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MARKETING STRATEGIES Olivier Furrer, Radboud University Nijmegen (The Netherlands)
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37

november 2025

2025/2026
The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall corporate strategy (e.g., Kotler, 2000; Sudharshan, 1995). This broadening of the marketing concept, to include strategic as well as operational decisions, has resulted in an overlap between marketing and strategic management. Managers around the globe are recognizing the increasing importance for...
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