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S_PrinMktCh02

S_PrinMktCh02

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Published by amir

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Published by: amir on Jul 22, 2009
Copyright:Attribution Non-commercial

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05/11/2014

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Chapter 2
Strategic Planning and the MarketingProcess
 
R. Glenn Richey2
Formal Planning
Many companies operate without formal plans, yetthese plans can provide many benefits such as:
 – Encouraging management to think ahead systematically. – Forcing managers to clarify objectives and policies. – Better coordination of company efforts. – Clearer performance standards for control. – Helping the company to anticipate and respond quickly toenvironmental changes and sudden developments.
 
R. Glenn Richey3
Strategic Planning
Strategic Planning
is the Process of Developing and Maintaining a Strategic FitBetween the Organization’s Goals andCapabilities and Its Changing MarketingOpportunities.

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