What actions they take to ensure they continue to survive, Marketing Management

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What actions they take to ensure they continue to survive

Problem

Using examples covered in the chapter - e.g., Nike (Preview Case), McDonald's (Marketing Highlight 1.2) and IKEA, MTV and Toys 'R' Us (Marketing Highlight 1.3) - discuss the key challenges facing companies as they approach the twenty-first century. What actions might they take to ensure they continue to survive and thrive in the new marketing landscape?

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