Marketing Management as Part of the Corporate Strategy

Marc Helmold
Additional contact information
Marc Helmold: IU, International University of Applied Sciences

Chapter 2 in Performance Excellence in Marketing, Sales and Pricing, 2022, pp 13-34 from Springer

Abstract: Abstract A corporate marketing strategy is a broad marketing plan that creates guidelines to be used throughout the company. Part of this strategy can include company branding and logos. Such a marketing plan is typically designed at the senior management level (Helmold, 2021). The three levels of strategy, developed by Gerry Johnson and Kevan Scholes along with other major managerial thinkers, are a way of defining the different layers of strategy which, in tandem, orient the direction of the organization and define its success (Johnson et al., 2017). The three levels are the following:

Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-10097-0_2

Ordering information: This item can be ordered from
http://www.springer.com/9783031100970

DOI: 10.1007/978-3-031-10097-0_2

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().