2
Company and Marketing StrategyPartnering to Build Customer Engagement, Value, and Relationships
OBJECTIVES OUTLINE
- OBJECTIVE 2-1 Explain company-wide strategic planning and its four steps.
- OBJECTIVE 2-2 Discuss how to design business portfolios and develop growth strategies.
- OBJECTIVE 2-3 Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value.
- OBJECTIVE 2-4 Describe the elements of a customer value–driven marketing strategy and mix and the forces that influence them.
- OBJECTIVE 2-5 Explore the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing marketing return on investment.
CHAPTER PREVIEW
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