Germano, Michael A.; Stretch‐Stephenson, Shirley M. - In: The Bottom Line 25 (2012) 2, pp. 71-88
occurred and continue to occur at an increasing rate, marketing has become a key functional area within most enterprises … revenue. As such, marketing is fast becoming a critical functional area surrounding the development and execution of a … strategic plan. Examining marketing's role in strategic planning, as well as the critical thought work conducted by marketing …