defining the company’s

Mission

setting objectives and

goals
company-wide strategic
planning and its four steps.
designing a business
portfolio

developing functional
plans.

designing business
portfolios and develop Portfolio analysis is a major
growth strategies activity in strategic planning
whereby management
evaluates the products and
marketing’s role in strategic
businesses that make up the
Company and planning and how marketing
company
marketing works with its partners to
stratery create and deliver customer
value
The marketing logic to create
customer value and achieve these
profitable relationship
Marketing stratery and
marketing mix The set of tactical marketing tools that
the firm blends to produce response it
want in the target market

Managing the marketing effort Analysis > planning > implementation > control
and return on marketing
investment The net return from a marketing investment
divided by the costs of the marketing
incestment