Modern Marketing Strategy [antikvár]

INTRODUCTION I t ¦i'l, Business management is undergoing a radical reorganization as it seeks to adapt itself to the new environment which has j I been precipitated by the rapid postwar development of tech- ; ' nology. ^!!!y Just as the high-speed electronic computer and the more in- • ' tensive use of mathematics and the social sciences are developing all forms of decision making into a more scientific process/ so the almost miraculous step-up in the speed of communications along with the insistent demand of peoples everywhere for more of the amenities of life are turning the whole world into a potential market for every business, with all of the critical competitive implications this has for marketing executives. Repercussions from these rapid environmental shifts are already apparent. In company after company the marketing func- !' , tions are being upgraded as management strives to meet the ' challenge of rapidly increasing competition and as the top executive team strives to bring its thinldng into closer focus with : the widening range and diversity of consumer needs and wants. |)ii The recognition is spreading that marketing managers must now ' base their plans on far more extensive and objective data and J i evaluate their actions by more constant and precise criteria. ' Working in the environment of the Harvard Business School where, from its founding in 1908, the problems of marketing have 1 See Edward C. Bursk and John F. Chapman, eds., New Decision-Making Tools jar Managers (Cambridge, Mass., 1963). Vll