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Marketing Management as Part of the Corporate Strategy

In: Performance Excellence in Marketing, Sales and Pricing

Author

Listed:
  • Marc Helmold

    (IU, International University of Applied Sciences)

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:

Suggested Citation

  • Marc Helmold, 2022. "Marketing Management as Part of the Corporate Strategy," Management for Professionals, in: Performance Excellence in Marketing, Sales and Pricing, chapter 2, pages 13-34, Springer.
  • Handle: RePEc:spr:mgmchp:978-3-031-10097-0_2
    DOI: 10.1007/978-3-031-10097-0_2
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