The process described in this book allows managers to develop marketing strategies in a manner that is structured and underscores the interconnectedness of an organization’s activities with the implementation of the strategy. The process lets a manager determine whether or not a strategy is in keeping with the organization’s mission and whether it has a reasonable chance for success. Finally, the process requires a manager to analyze the impact of the strategy on the organization before implementation which, as a result, can reduce strategic mishaps.
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