| Abstract: | “Strategic marketing” implies that marketing has attained a corporate orientation. However, scant evidence is available to support this view. The primary focus of marketing remains at a micro, consumer-oriented level. Integration of marketing planning with corporate planning would suggest a higher perspective for marketers; recognizing that internal integration of planning is as important for effective marketing as external studies of customers and markets. Toward this end, four key dimensions of corporate planning are introduced. As corporate planning constrains marketing planning, it is this most “strategic” of outlooks that needs to be integrated into the process of marketing planning. |
