04 《通过战略规划，实施和控制赢得市场》 Winning Markets Through Strategic Planning, Implementation, and Control.pptVIP

Chapter 4 Winning Markets Through Strategic Planning, Implementation, and Control Objectives Understand how strategic planning is carried out at the corporate, division, and business unit levels. Learn the major steps in the marketing process. Objectives Learn what type of content a marketing plan includes. Understand how companies can effectively manage the marketing process. Nature of Strategic Planning Strategic planning requires actions in three key areas Strategic planning takes place at the corporate, division, business unit and product levels Marketing plans operate at strategic and t