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Strategic Planning Managerial decision process that matches firms resources capabilities to its marketing opportunities for long-term growth Top management defines firm's purpose and objectives Example: increase firm's total revenues by 20% over next five years 9 O Copy rights reserved, Zou Deqiang9 9 © Copy rights reserved, Zou Deqiang Strategic Planning • Managerial decision process that matches firm’s resources & capabilities to its marketing opportunities for long-term growth ¾Top management defines firm’s purpose and objectives ¾Example: increase firm’s total revenues by 20% over next five years
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