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Strategic Planning
Strategic planning

The idea that marketing has a strategic role in running any successful business is deeply embedded in marketing thought. That being the case, marketing has the same need for strategic planning as has any other aspect of strategy, and for the market-orientated company, the marketing strategy is identical to the corporate strategy anyway.

Figure 1.5 shows the levels of strategy in the firm. Marketing may find itself at any or all of the levels, although in many businesses it only occupies a functional level or at most a business level. In other words, marketing is frequently in a subordinate position to the corporate ...

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