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Chapter 18 - Marketing Planning

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Marketing Management @ University of Antwerp
Mario Landwehrjohann
Flashcards by Mario Landwehrjohann, updated more than 1 year ago
Mario Landwehrjohann
Created by Mario Landwehrjohann about 5 years ago
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Levels of planning in a company • Corporate strategy • (S)BU planning • Business plan • Marketing plan
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Marketing Planning Process 1. Business Mission 2. Marketing Audit 3. SWOT 4. Marketing Objectives 5. Core Strategy 6. Competitive Advantage 7. Marketing Mix decisions 8. Organization and implementation 9. Control
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Marketing Plan • Focused • Simple • Specific • Realistic • Complete • Logic
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