Making Marketing Decisions

What is the foundation for making sound marketing decisions and increasing the odds of a product's success?
Donald Lehmann  | Fall 2008
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While marketing is a combination of science and art, there is a basic structure to making sound decisions and increasing the odds of success. Most organizations with a solid marketing approach understand the key characteristics of developing strong marketing plans. In this case students examine the framework for creating thoughtful marketing plans, and also consider how apply this framework to their marketing case analyses.

Case ID: 080513

This case is used in core curriculum

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