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MNM3709 - Study unit 1 - the nature of strategic marketing
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Key term : Business Strategy
Explain
Key term : Business Strategy
Explain
Business strategy
o SBU strategy
o Marketing management assists in developing strategic perspectives for business units
Difference between strategic marketing and marketing management in terms of "time frame"
Difference between strategic marketing and marketing management in terms of "time frame"
strategic
Long range - decisions have long term implications
Marketing Management
Day to day - decisions relevant in given year
Difference between strategic marketing and marketing management in terms of
"opportunity sensitivity"
Difference between strategic marketing and marketing management in terms of
"opportunity sensitivi...
strategic
ongoing to seek new opportunities
management
ad hoc search for new opportunities
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