MS2: Marketing Strategies and Plans
Marketing and Customer Value
4 Topics
The Value Delivery Process
The Value Chain
Core Competencies
The Central Role of Strategic Planning
Corporate and Division Strategic Planning
3 Topics
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1 Quiz
Defining the Corporate Mission
The Mission Statement Challenge
Establishing Strategic Business Units
Organization and Organizational Culture
Business Unit Strategic Planning
5 Topics
The Business Mission
SWOT Analysis
Goal Formulation
Strategy Formulation
Strategy and Implementation
The Marketing Plan
2 Topics
Contents of a Marketing Plan
Contents of a Marketing Plan
Marketing Implementation, Control and Performance
4 Topics
Marketing Metrics
Marketing-Mix Modeling
Marketing Dashboards
Marketing Dashboards
Executive Summary CH2
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Business Unit Strategic Planning
MS2: Marketing Strategies and Plans
Business Unit Strategic Planning
The business unit strategic-planning process consists of the steps shown in Figure 2.2. We examine each step in the sections that follow.
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The Business Mission
SWOT Analysis
Goal Formulation
Strategy Formulation
Strategy and Implementation
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