Textbook Notes (369,018)
Canada (162,342)
Commerce (596)
COMM 231 (6)
Chapter 2

COMM231 Chapter 2 Readings.docx

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Department
Commerce
Course
COMM 231
Professor
John C Carlson
Semester
Fall

Description
COMM231 Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships Company-wide Strategic Planning: Defining Marketing’s Role - Strategic planning: the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities - types of plans usually drafted: o long-range plans o annual plans  both deal with company’s current businesses and how to keep them going o strategic plans  adapting the firm to take advantage of opportunities in its constantly changing environment - steps in strategic planning o 1) Defining overall purpose and mission o 2) Setting company goals and objectives o 3) Designing th
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