Strategic Marketing Management
- The mark of an excellent company is how it responds to a continuously changing environment
- Benefits of planning
- management becomes proactive
- facilitates integration
- communicates management intent
- ensures activities are goal-oriented
- monitor progress towards goals
Strategic Planning
- Strategic planning is the managerial process of developing and maintaining a viable fit between the organisation’s objectives and resources, and its changing market opportunities
- The aim of strategic planning is to shape and reshape the company’s businesses and products to produce satisfactory profits and growth
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