Morrison, David J.; Quella, James A.
December 1999
Marketing Management;Winter99, Vol. 8 Issue 4, p16
Great business managers, like chess grandmasters and successful scientists, are skilled at pattern recognition. This involves anticipating how and why a company's strategic landscape is changing, connecting symptoms to causes, then creating strategies that lead to significant, sustained value growth. The authors provide a strategic shortcut for marketing managers who, in a wired economy, rarely have time to create strategies from scratch. INSET: Spotting the Triggers of Change.


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