Aims, Goals and Strategies

  • Merlin Stone


Marketing practitioners may find their work made more difficult by the fact that firms often have conflicting aims or goals and in the attempt to reach those goals, strategies which cut across each other are often employed. Consider the following simple example.


Market Share Cash Flow Avoidance Goal Efficient Firm Credit Period 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 16.
    H. I. Ansoff and J. Stewart, ‘Strategies for a Technology-based Business’, Harvard Business Review, November-December 1967.Google Scholar
  2. 17.
    See A. D. H. Kaplan, Big Enterprise in a Competitive System (Brooking, 1954) and G. Whittington, ‘Changes in the Top 100 Quoted Manufacturing Companies in the United Kingdom 1948 to 1968’, Journal of Industrial Economics 21 (1973) pp. 17–34.Google Scholar
  3. 18.
    See, for example, W. D. Hoffmann, ‘Market Structure and Strategies of R & D Behaviour in the Data Processing Market — Theoretical Thoughts and Empirical Findings’, Research Policy 5 (1976) pp. 334–53.CrossRefGoogle Scholar

Copyright information

© Merlin Stone 1980

Authors and Affiliations

  • Merlin Stone

There are no affiliations available

Personalised recommendations