Company and Marketing Strategy

Company and Marketing Strategy

Objective Outlines

  • Objective 1 explain company-wide strategic planning and its four steps. Company-Wide Strategic Planning: Defining Marketing’s Role (pp 64–66)
  • Objective 2 Discuss how to design business portfolios and develop growth strategies. Designing the Business Portfolio (pp 66–72)
  • Objective 3 explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value. Planning Marketing: Partnering to Build Customer Relationships (pp 72–73)
  • Objective 4 Describe the elements of a customer value–driven marketing strategy and mix and the forces that influence them. Marketing Strategy and the Marketing Mix (pp 74–79)
  • Objective 5 List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing marketing return on investment. Managing the Marketing Effort and Marketing Return on Investment (pp 79–84)

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