chapter  12
15 Pages

Planning marketing strategy

This chapter and the next focus on the management processes by which organizations decide and communicate the goals and objectives they seek to pursue in the long and short term. The key word here is ‘decision’ because, at any given time, organizations are faced with a wide range of choices, the implications of which can never be fully clear. Ultimately the strategic objectives that an organization sets for itself and pursues are the most important decisions it makes because these determine survival, prosperity and all subsequent operational decisions.