The process of developing and maintaining a strategic fit between the organisation's goals and capabilities and its changing marketing opportunities is known as:

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The process of developing and maintaining a strategic fit between the organisation's goals and capabilities and its changing marketing opportunities is known as strategic planning. Marketing planning and opportunity analysis are part of the strategic planning process, but not the overarching term. Corporate planning refers to the overall planning process for a company, which includes financial and operational planning, as well as strategic planning. Portfolio analysis is a specific tool used in strategic planning to analyze a company's product portfolio.

The Process of Developing and Maintaining a Strategic Fit Between