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05/21/09Strategic Planning & TheMarketin Process1
CHAPTER 2: STRATEGICPLANNING & THE MARKETINGPROCESS
AGENDA
Four Steps in Strategic Planning
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Developing a MissionStatement
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Setting Objectives/ Goals
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Designing Business Portfolio
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Managing the Marketing
Reference: Kotler Text, Chapter 25th Edition (Pg 37-56)
 
05/21/09Strategic Planning & TheMarketin Process2
 
05/21/09Strategic Planning & TheMarketin Process3
Steps In
DefiningthecompanymissionSettingcompanyobjectivesand goalsDesigningthebusinessportfolioPlanning,marketing,and other functionalstrategiesBusiness unit,product, andmarket levelCorporate level
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