Marketing Papers
Document Type
Journal Article
Date of this Version
1-1982
Publication Source
The Wharton Magazine
Start Page
38
Last Page
45
Abstract
Marketing should move to the executive suite, says the author, where it can greatly improve senior management's strategic handling of the corporation.
Until recently, marketing and strategic planning have been distinct fields of endeavor. Marketing has had its greatest impact on the tactical operations of lover-level management, particularly in the management of individual products. Strategic planning, on the other hand, has been the concern of top management and its ancillary planning staff. The two activities have been characterized by distinct methodologies and relatively little cross-fertilization.
Copyright/Permission Statement
All rights reserved. Except for brief quotations used for purposes of scholarly citation, none of this work may be reproduced in any form by any means without written permission from the publisher. For information address the University of Pennsylvania Press, 3905 Spruce Street, Philadelphia, Pennsylvania 19104-4112.
Recommended Citation
Wind, J. (1982). Marketing and Corporate Strategy. The Wharton Magazine, 38-45. Retrieved from https://repository.upenn.edu/marketing_papers/397
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Date Posted: 15 June 2018