Marketing Planning & Strategy
Category: Business
Tag: Business & Investing
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Marketing Planning & Strategy
Publisher: South-Western | 2004 | English | ISBN: 075933871X | PDF | 932 pages | 12.5 Mb
In its strategic role, marketing focuses on a business’s intentions in a market and the means and timing of realizing those intentions. The strategic role of marketing is quite different from marketing management, which deals with developing, implementing, and directing programs to achieve designated intentions. To clearly differentiate between marketing management and marketing in its new role, a new term—strategic marketing—has been coined to represent the latter.
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