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No one strategy is best for all companies. The managers typically feel that the pace of technological change and the speed of global communications mean more and faster change now than ever before (Johnson and Scholes, 2002). As the environment changes, so businesses must adapt in order to maintain strategic fit between their capabilities and the marketplace (Jobber, 2004). In cope with the environmental pressures on the company and managing the resources at its disposal and their complex interplay, a clear sense of direction is invaluable (Cannon, 1998). Therefore marketing planning is more and more essential to provides both the vision and the direction for the company...
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