Chapter 2 - Developing Successful Marketing Planning...

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Developing Successful Marketing Planning Process – series of steps businesses take to determine how they will achieve their goals Mission Statement “What is the purpose of the organization?” Should be market-oriented and defined in terms of customer needs Should not be too broad or too narrow Should be relevant and current Objectives S pecific M easurable A ttainable R elevant T ime Based Business Portfolio Collection of businesses and products that make up a company Should fit the company’s overall strengths and weaknesses Tracking Strategic Performance with Marketing Dashboards
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