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1990•International Journal of Physical Distribution & Logistics ManagementRequires access

Corporate Marketing Strategies – Designed for Shareholders or Customers?

N. Young

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Abstract

All company employees in the transport and distribution industry should be marketing‐oriented. The importance of PR and marketing practices and strategies for the industry are analysed and the concept of competitive benchmarking is introduced with a step‐by‐step exercise.

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All company employees in the transport and distribution industry should be marketing‐oriented. The importance of PR and marketing practices and strategies for the industry are analysed and the concept of competitive benchmarking is introduced with a step‐by‐step exercise.

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Available abstract

All company employees in the transport and distribution industry should be marketing‐oriented. The importance of PR and marketing practices and strategies for the industry are analysed and the concept of competitive benchmarking is introduced with a step‐by‐step exercise.

Key concepts: Benchmarking, Business, Marketing, Shareholder, Distribution (mathematics), Marketing management, Marketing strategy, Return on marketing investment

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