Corporate and division Strategic Planning composes of defining the corporate mission, establishing strategic business units, the Boston Consulting Group approach, the General Electric Model, planning new business, downsizing older businesses, and business unit strategic planning.

The role of strategic marketing management is to help companies better understand customer preferences, link that knowledge to designing appropriate products and services for selected customers, and determine appropriate methods to communicate, to capture, and to deliver value. Successful firms are those that pursue objectives, employ resources, and invest in the future of an organization to consistently satisfy the needs of customers better than competitors. These ideas apply to both for-profit and not-for-profit organizations.