Kotler Mm15e Inppt 02
Kotler Mm15e Inppt 02
Kotler Mm15e Inppt 02
2
Developing
Marketing
Strategies and Plans
• Core competencies
Copyright EDUCATION,
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INC. 1-11 2-11
Corporate and division strategic
planning
• Defining the corporate mission GM
• Integrative Growth
• Diversification Growth
Strengths
Weaknesses
Opportunities
Threats
• Weaknesses
• For all functions and activities.
Staff Structure
Systems/
Style
MIS
Shared values
Executive summary
Table of contents
Situation analysis
Marketing strategy
Marketing tactics
Financial projections
Implementation controls