Abstract
In the previous chapter we expressed the view that the function of top management is to specify the nature of the firm’s business, to articulate objectives to be achieved, to formulate a strategy for the achievement of the stated objectives, and to lay down policies whereby a chosen strategy may be implemented. In this chapter we develop the theme further by considering the relationship between marketing strategy and product policy prior to a more detailed examination of the different product strategies which appear to be open to a firm.
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Suggestions for further reading
Kenneth R. Andrews, The Concept of Corporate Strategy (Homewood, Ill.: Irwin 1971).
H. Igor Ansoff, Corporate Strategy (Harmondsworth: Penguin, 1968).
Martin L. Bell, Marketing Concepts and Strategy (London: Macmillan, 1966).
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© 1976 Michael J. Baker and Ronald McTavish
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Baker, M.J., McTavish, R. (1976). Marketing Strategy and Product Policy. In: Product Policy and Management. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-15655-9_3
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DOI: https://doi.org/10.1007/978-1-349-15655-9_3
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-19288-7
Online ISBN: 978-1-349-15655-9
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