Marketers: Design your own strategic planning systems and sell them to corporate management

March 1982
Marketing News;3/5/1982, Vol. 15 Issue 18, p8
Trade Publication
The article reports that marketers should develop strategic planning systems and sell them to management. According to Fred L. Lemont of New York based Lemont Consulting Group, the reason is that packaged goods firms will be increasingly entering unfamiliar markets and will have a growing need for strategic thinking that is marketing-intensive. He also said that packaged goods companies will apply a kind of portfolio management to their groups of brands and will decide what brands they should keep, kill, sell, revitalize, replace or let fade away.


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