Objective 1 Explain company-wide strategic planning and its four steps. Company-wide strategic planning: defining marketings role (pp.

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➤ Objective 1 Explain company-wide strategic planning and its four steps.

Company-wide strategic planning: defining marketing’s role (pp. 38–41)

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Principles Of Marketing

ISBN: 9780131018617

7th European Edition

Authors: Philip Kotler, Gary Armstrong

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