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They gather pertinent information on the wants and needs of the customers through their research processes and information systems. The data collected by the marketing function will be a primary input into the key decisions that will come out of the strategic planning process. If the data is incorrect, misinterpreted or a faulty decision is made regarding how the company should allocate resources the company will be adversely impacted. The organization's leadership makes decisions based on the strategic planning process that will impact the company's products or their target markets
The Strategic planning process begins at the highest levels of an organization...
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