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Principles of Marketing 2 Strategic Planning and the Marketing Process 2.1 Strategic planning process Strategic planning process Define the company's mission (mission statement) – Mission statement = statement of purpose, what do we want to accomplish – Requirements – Market oriented (in terms of satisfying customer needs)

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Gary Armstrong Philip Kotler Principles of Marketing Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and …

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