CLIPPINGS

Abstract

Marketing people are preoccupied with doing research and “getting the facts.” They analyze the situation to make sure the truth is on their side. Then they sail confidently into the marketing arena, secure in the knowledge that they have the best product and that ultimately the best product will win.

Citation

(2001), "CLIPPINGS", Journal of Business Strategy, Vol. 22 No. 6, pp. 5-6. https://doi.org/10.1108/eb040201