Abstract
Vast growth of consumer markets in the 1960s is now clearly seen, but what special risks and opportunities face the marketing man?
How fast will he have to run just to stay even with his competition? And what new competitive forces will he meet?
Mr. Keener, President of The B. F. Goodrich Company, suggests that complacent expectation of a steadily expanding economy is not enough. Profitable operation during the next decade will depend on how a company meets a specific list of challenges, and the author discusses these challenges.
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