科特勒的“市场营销”讲义 三教程教案.pptVIP

?2000 Prentice Hall Market-Oriented Strategic Planning Objectives Skills Resources Opportunities Profit and Growth Corporate Headquarters Planning Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses Strategic-Planning, Implementation, and Control Process Measuring results Diagnosing results Taking corrective action Implementation Planning Corporate planning Division planning Business planning Product planning Organizing Implementing Control Good Mission Statements: Limited number of goa