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Marketing by Geoff Lancaste, Paul Reynolds

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17

Marketing strategy,planning and control

17.1 Introduction

Most companies have adopted the marketing concept over the past 25 years, in particular the notion of customer orientation. Sometimes, in their pursuit of customer satisfaction, companies neglect an aspect of marketing that refers to strategic management – a systematic approach to planning, analysis and control. Not only does such an approach facilitate customer satisfaction; it also helps to ensure the firm’s survival by ensuring profitability.

Businesses that are less than totally committed to marketing can be grouped into three categories:

1  Those that make no real plans at all

2  Those that make plans based on partial, poorly collected or poorly interpreted marketing information ...

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