Corporate and Business Unit Planning and Management
To ensure that they execute the right activities, marketers must prioritize strategic planning in three key areas: managing the company’s businesses as an investment portfolio, assessing the market’s growth rate and the company’s position in that market, and developing a viable business model. The company must develop a game plan for achieving the long-run objectives of each business unit.
Generally speaking, marketing planning and management can occur on three different levels: corporate, business unit, and specific market offering. Corporate headquarters is responsible for designing a corporate strategic plan to guide the whole enterprise. It makes decisions on the amount of resources to ...
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