• Summary
  • Contents
  • Subject index

The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

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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