How a Marketing Doctrine Overcomes the Flexibility Vs Consistency Conundrum

Idea posted: February 2016

Institutions: IMD    University of Kentucky Gatton College of Business and Economics    Claremont Graduate University Drucker School of Management   

Authors:

If you’re a national or international company with marketing authority and practices spread across various locations, or if you have a diversified group of products or businesses that call for…

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