Corporate Marketing Planning

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Dr. Orok B. Arrey
Dr. Orok B. Arrey
1 FEDERAL UNVERSITY WUKARI

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Corporate marketing planning is the process by which an organization sets its long-term priorities regarding products and markets in order to enhance the value of the overall company. It is in corporate strategy, management identifies the business in which the company will be involved in the future by specifying the range of markets to be served and the kinds of products to be offered. In marketing corporate strategy decisions the critical question to be answered is in what markets will our particular resources be most effective in implementing the marketing concept. Once incorporate strategy has been chosen, management must develop a product mix strategy to identify the role each product is expected to play in building the value of business. The relative share of the firms resources to be devoted to each product of product line. This paper is focus on cooperate marketing planning.

7 Cites in Articles

References

  1. Paul Anderson (1982). Marketing, Strategic Planning and the Theory of the Firm.
  2. David Cravens (1986). Strategic forces affecting marketing strategy.
  3. ; Grey,H Daniel (1987). Users and Misusers of strategic planning.
  4. George Hall (1987). Reflections on Running a Diversified company.
  5. Business Review,Mary Lambkin,George Da (1989). Evolutionary processes in competitive markets: 6. Beyond the product life cycle.
  6. R Lenz (1987). Managing the evolution of the strategic planning process.
  7. Mary Raymond,Hiram Anne,Barkade (1989). Corporate strategic planning and interface?.

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Not applicable for this article.

Dr. Orok B. Arrey. 2014. \u201cCorporate Marketing Planning\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 13 (GJMBR Volume 13 Issue E10): .

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GJMBR Volume 13 Issue E10
Pg. 17- 21
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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January 6, 2014

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English

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Corporate marketing planning is the process by which an organization sets its long-term priorities regarding products and markets in order to enhance the value of the overall company. It is in corporate strategy, management identifies the business in which the company will be involved in the future by specifying the range of markets to be served and the kinds of products to be offered. In marketing corporate strategy decisions the critical question to be answered is in what markets will our particular resources be most effective in implementing the marketing concept. Once incorporate strategy has been chosen, management must develop a product mix strategy to identify the role each product is expected to play in building the value of business. The relative share of the firms resources to be devoted to each product of product line. This paper is focus on cooperate marketing planning.

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Corporate Marketing Planning

Dr. Orok B. Arrey
Dr. Orok B. Arrey FEDERAL UNVERSITY WUKARI

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