chapter 20 - Department of Marketing Decision Sciences Part...

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Part 7 – Managing the Marketing Effort Strategic Marketing Planning
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Planning as Part of Management Planning as Part of Management The management process , as applied to marketing, consists basically of planning a marketing program, implementing it, and evaluating its performance.
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Planning as Part of Management Planning as Part of Management - In strategic planning, managers match an organization’s resources with its market opportunities over the long run - The term strategic window describes the limited amount of time in which a firm’s resources coincide with a particular market opportunity - Typically, the window is open only for a relatively short period thus a firm must move rapidly and decisively when a strategic window opens
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Strategic Marketing Planning Strategic Marketing Planning Strategic marketing planning is a five-step process:
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chapter 20 - Department of Marketing Decision Sciences Part...

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