Global Perspectives on the Strategic Role of Marketing In...
Alfaro, Jorge / Medina-Quintero, Jose Melchor / Sahagun, Miguel A.
A level of decision making is concerned with deciding the organization's objectives, resources, and policies. A significant problem at this decision-making level is predicting the organization's future and its environment as well as matching the organization's characteristics to that environment. This process generally involves technology and knowledge from the market and clients. In the current era, the implementation of marketing information...
