A MARKETING OUTLOOK FOR U.S. BUSINESSES
Dennis P. Yeskey
(Director, Coopers & Lybrand, New York City)
C. Don Burnett
(Partner, Business Planning Practice, Coopers & Lybrand, New York City)
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Abstract
Many CEOs are turning their attention to the advantages of marketing. But the author contends that the corporate focus should not be narrowed. To have a successful strategic marketing orientation, the focus should encompass all corporate functions.
Citation
Yeskey, D.P. and Don Burnett, C. (1986), "A MARKETING OUTLOOK FOR U.S. BUSINESSES", Journal of Business Strategy, Vol. 7 No. 2, pp. 5-12. https://doi.org/10.1108/eb039147
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited