Determining marketing strategy: A cybernetic systems approach to scenario planning

European Journal of Marketing

Volumn 36, Issue 4, 2002, Pages 450-478

  Morgan, Robert E ^a   Hunt, Shelby D ^b  

^a ABERYSTWYTH UNIVERSITY   (United Kingdom)

^b TEXAS TECH UNIVERSITY   (United States)

Author keywords

Competitive strategy; Industry; Marketing strategy

Indexed keywords

EID: 0038477259     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560210417264     Document Type: Review

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