Problem:
Discuss how marketing strategy fits within the larger framework of business strategy. Provide an example of a company (from any industry) that successfully integrates its marketing strategy into their overall business strategy.
Give an example of a company whose marketing strategy doesn't fit well with its business strategy. First describe its business strategy and then its marketing strategy and explain why you believe they are or are not well integrated.
Please use the language and concepts covered in this week's readings covering business and marketing strategies.
Strategic Planning
SWOT Analysis. (2009). In Encyclopedia of Management (6th ed., pp. 915-918). Detroit: Gale Senn, C., Thoma, A., & Yip, G. S. (2013).
Customer-centric leadership: How to manage strategic customers as assets in B2B markets. California Management Review.
Berman, B. (2016). Referral marketing: Harnessing the power of your customers. Business Horizons.