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An Earnings-Return Model for Strategic Market Planning

By May 10, 1982February 7th, 2019Marketing Strategy
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Few models currently exist which aid managers in their strategic market planning. The models or frameworks which do exist have a variety of shortcomings, a major one being an inadequate linkage to a business organization’s dominant goals for existence — earnings and return on investment. This paper develops a planning model based on a firm’s present levels of earning and return designed to provide a partial foundation on which its managers can base their strategic market planning. Depending on the firm’s placement in the model, different organizational objectives and strategies exist for improving future performance.
An Earnings Return Model For Strategic Market Planning

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