STRATEGIC MARKETING–MANAGEMENT SYNERGY: DEVELOPING A UNIFIED PLANNING SYSTEM FOR COMPETITIVE BUSINESS ENVIRONMENT
Keywords:
Strategic synergy, Unified planning system, Marketing–management alignment, Competitive environments, Organisational responsiveness, Integrated decision-making.Abstract
This paper looks at how close cooperation between marketing and management supports integrated planning in tough market conditions. Specifically, it checks how tighter links across teams boost goal clarity, help departments work together better, while increasing adaptability within firms. Also considered is whether high rivalry affects how well coordinated strategies function. Through mixed methods - combining theory review with limited initial testing - it measures if joint planning lifts company results or when strong competition makes this impact stronger. The results show a close link between effective marketing-management teamwork and better strategy focus, especially when structured planning tools are used - yet alignment doesn't happen automatically. Still, barriers within organisations can block consistent joint planning efforts, even with support systems in place.
