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This document provides an introduction to strategic marketing management. It discusses the role of marketing in corporate planning and strategy, and the expanding responsibilities of marketing managers to contribute to strategic decisions. The key processes in strategic marketing management include defining the business and goals, identifying growth opportunities, formulating product-market strategies, budgeting resources, and developing contingency plans. Sources of competitive advantage are discussed, including efficiency, quality, innovation, and customer responsiveness. Core competencies provide the basis for a sustainable competitive advantage.
This document provides an introduction to strategic marketing management. It discusses the role of marketing in corporate planning and strategy, and the expanding responsibilities of marketi…