Title: Contextual intelligence and flexibility: Understanding today's marketing environment
Authors: Logman, Marc # ×
Issue Date: Aug-2008
Series Title: Marketing Intelligence & Planning vol:26 issue:5 pages:508-520
Abstract: Marketing planning/strategic management should no longer be restricted to analysis of real data within specific product/market boundaries, but should focus more on contextual information (which exceeds product/market boundaries). In this article the implications of such a contextual approach are discussed and illustrated by the approaches from successful companies such as Google and Apple.
ISSN: 0263-4503
VABB publication type: VABB-1
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Department of Marketing and Organisation Studies (MO), Leuven - miscellaneous
× corresponding author
# (joint) last author

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