The document discusses strategic planning, marketing plans, and managing the marketing process. It outlines the major steps in strategic planning at the corporate, division, and business unit levels. These include defining mission statements, establishing strategic business units, and allocating resources. It also describes the typical contents of a marketing plan, including a SWOT analysis, goals, strategies, and implementation programs. Finally, it discusses how companies can manage the marketing process through organization, building a marketing orientation, control mechanisms, and periodic reviews.