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Marketing Strategy and Partnership

In: PRINCIPLES OF MARKETING

Author

Listed:
  • Swee Hoon ANG

Abstract

Each business must develop a strategic plan. At the corporate level, its mission and goals must be defined. Within the marketing department, marketers must ensure that its product portfolio has the right balance of products to maximise market opportunities that are consistent with business goals for further growth.

Suggested Citation

  • Swee Hoon ANG, 2026. "Marketing Strategy and Partnership," World Scientific Book Chapters, in: PRINCIPLES OF MARKETING, chapter 2, pages 21-38, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789819834433_0002
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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