Unformatted text preview: brought under control of one department to improve short-run policy planning and integrate the firm’s activities. 5. Marketing company era- Time when not only short-run now long-run plan and the whole company’s effort is guided by the marketing concept. Uncontrollable versus controllable • Market managers can analyze data in each environment when making decisions that can be controlled. For example, a manager can lead a firm into a product-market where competition is not yet strong. Marketers positions a product....
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- Spring '10
- Marketing, Marketing Company Era, marketing department era, Simple trade era, short-run policy planning