Erschienen in:

1996 | OriginalPaper | Buchkapitel

Marketing Strategy for Brands and Customers

‘One look, one voice’

verfasst von : Stewart Pearson

Erschienen in: Building Brands Directly

Verlag: Palgrave Macmillan UK

Enthalten in: Professional Book Archive

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In business, much of strategy’s meaning and force has been lost through misuse. The Oxford English Dictionary defines strategy as: ‘in circumstances of competition or conflict, as in the theory of games, decision theory, business administration, etc., a plan for successful action based on the rationality and interdependence of the moves of the opposing participants’.1

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