| Tekijä: | Raymond, M. A. |
| Otsikko: | Corporate strategic planning and corporate marketing : toward an interface? |
| Lehti: | Business Horizons
1989 : SEP-OCT, VOL. 32:5, p. 41-48 |
| Asiasana: | STRATEGIC PLANNING CORPORATE STRATEGY MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Companies show a tendency to push marketing and planning to a divisional level, possibly leading toward a linking of some of the two functions' work. With the growth of strategic planning, many corporations made changes in personnel and organizational structure as well as changes in responsibility for particular activities. These developments have shifted responsibilities and altered the role and status of marketing at the corporate level. The responsibility for new-product planning is primarily a divisional level activity in many companies. Companies may be moving toward a strategic planning/marketing management interface. |
SCIMA