The Marketing Implications of Corporate Strategy Decisions

SUMBER :

Seventh Edition
Marketing Management
A Strategic Decision - Making Approach
John W. Mullins - Orville C. Walker, JR.
McGRAW - HILL INTERNATIONAL EDITION

To formulate a useful corporate strategy, management must address six interrelated decisions :

1. The overall scope and mission of the organiation
2. Company goals and objectives
3. a source of competitive advantage
4. a development strategy for future growth
5. The allocation of corporate resources across the firm's various businesses, and
6. The search for synergy via the sharing of corporate resources, intangibles, or programs across businesses or product lines.