MS2: Marketing Strategies and Plans
Marketing and Customer Value
The Value Delivery Process
The Value Chain
Core Competencies
The Central Role of Strategic Planning
Corporate and Division Strategic Planning
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Defining the Corporate Mission
The Mission Statement Challenge
Establishing Strategic Business Units
Organization and Organizational Culture
Business Unit Strategic Planning
The Business Mission
SWOT Analysis
Goal Formulation
Strategy Formulation
Strategy and Implementation
The Marketing Plan
Contents of a Marketing Plan
Contents of a Marketing Plan
Marketing Implementation, Control and Performance
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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