Strategic Foundations
Robert C. James
(Vice President, Product Marketing and Support, for NCR Corporation's United States Data Processing Group.)
100
Abstract
Considers the need for major shifts in strategy resulting from various changes affecting the marketing environment. Examines a case study of NCR, the founding company of the business machine industry. Argues that marketing strategies alone cannot function effectively and must be developed together with other key strategies, which are outlined.
Keywords
Citation
James, R.C. (1990), "Strategic Foundations", Journal of Business & Industrial Marketing, Vol. 5 No. 1, pp. 49-53. https://doi.org/10.1108/EUM0000000002737
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited