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Leading Edge Marketing by Veronica A. Williams

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Notes

Chapter 1

1. McCarthy (1971), p. 44.

2. The GOSPA explanation herein is the intellectual property of ACT Inc.; ACT grants Business Express Press permission to use here.

3. Control Data acquired The Service Bureau Corporation (SBC) from IBM in 1973 as a result of a lawsuit against IBM. SBC, a subsidiary formed in 1957 consisted of service bureaus operating since 1932, was known to be the training ground for IBM senior executives.

4. Please keep in mind that an objective for an executive may be the goal for a manager who reports to him or her. GOSPA is not absolute for any position. It is relative to the person or manager for whom it has been developed.

5. Tellis, Gerard, and Golder (1993), p. 158.

6. Shenkar (2010).

7. Williams (1995a). ...

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