Documents

Title: Strategic Marketing and Integrated Marketing: Philippe Naert
Date: 01/10/2007
Category: Reports and White Papers
Overview: Professor Philippe Naert (1990) argues that strategic marketing needs to be integrated. He argues that the marketing function must be developed and implemented in a carefully integrated way. The integration of the marketing effort should be realised at 3 levels: 1. maximum possible coherence of the marketing mix; 2. relationship with the other business functions; 3. Naert does not explicitly indicate what the third level of integration is

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