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INTRODUCTION TO STRATEGIC MARKETING Chapter 1
INTRODUCTION TO STRATEGIC MARKETING Chapter 1
MARKETING
CHAPTER 1
LECTURE’S CONTENT
Strategic Marketing.
Market Driven Strategy.
Corporate, Business, and Marketing
Strategy.
Challenges of a New Era for Strategic
Marketing.
PART 1
STRATEGIC MARKETING
What is Strategic Marketing?
Corporate strategy
Business Strategy
Functional Strategy
Operating Strategy
THE STRATEGY-MAKING
PYRAMID(SINGLE BUSINESS
COMPANY)
Business Strategy
Functional Strategy
Operating Strategy
CORPORATE STRATEGY
External
Analysis