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Marketing's Agenda for the 1990s

Allan J. Magrath (Director of marketing services for a Fortune 500 manufacturer)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 April 1992



The 1990s may turn out to be the most testing decade since the 1930s. Severe competition, industry capacity gluts, and rapid technology transfer will not allow any firm to stay ahead of the pack for long. Depressed margins and increasing costs in benefits and office automation will put companies between the proverbial rock and a hard place. They will be severely challenged to get a payoff from their knowledge workers and upgrade total quality fast.


Magrath, A.J. (1992), "Marketing's Agenda for the 1990s", Journal of Business Strategy, Vol. 13 No. 4, pp. 33-37.




Copyright © 1992, MCB UP Limited

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