CHAPTER 11

Cross-Case Analysis

Introduction

Marketing Decision Making

In all cases, a link between marketing strategy, marketing plans, and sales promotion activity was evidenced. Sometimes however, short-term targets, rather than long-term business ambitions and intentions, seemed to take precedence. This challenges the conventional wisdom that long-term strategic aims and objectives should form the basis for short-term actions and initiatives, that is, sales promotions. Only in the case of the department store was tangible reference to a five-year plan for the business cited. It is worth questioning therefore to what extent diverse organizations specifically define and determine their longer-term ambition in relation to sales, branding, market ...

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