Business strategy and marketing: The positioning versus resource-based dichotomy and the way forward
This paper explores the relationship that exists between business strategy and marketing strategy and how the latter may contribute towards the development of an integrated and systemic approach to organisation-wide strategy development. It finds that the two broad streams in strategy, namely positi...
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| Format: | Article |
| Language: | English |
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AOSIS
2002-09-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/701 |