TY  - JOUR
AB  - Links two views in what has been labelled a strategic marketing perspective – this is defined as having the dual task of providing a marketplace perspective to the process of determining corporate direction, and guidelines for the development and execution of marketing programmes that assist in attaining corporate objectives. Implies that a marketplace perspective is an important, but not the only, ingredient in setting a firm's objectives. Concludes that the study has attempted to clarify how marketing and corporate planning could be linked by a strategic marketing perspective.
VL  - 17
IS  - 6
SN  - 0309-0566
DO  - 10.1108/EUM0000000004822
UR  - https://doi.org/10.1108/EUM0000000004822
AU  - Wiersema Frederik D.
PY  - 1983
Y1  - 1983/01/01
TI  - Strategic Marketing: Linking Marketing and Corporate Planning
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 46
EP  - 56
Y2  - 2024/04/27
ER  -