... 58Ü What business are we in ?Ü What is the service and market scope of our business ?Ü What is the essence of our business ?Ü What growth direction are we ... Marketing Strategy and Plans. =@2.9 Mahin, Philip W. , (1991), Business to Business Marketing. 0<@.% Mill, Robert Christie and Alastair M. ... (1992),Marketing Tourism. "@9 Hutt, Michel D. and Thomas W. Speh, (1991), Business Marketing Management. 1=/@% Jefferson, Allan and Leonard...