Big M marketing refers to the strategic,long-term,firm-level commitment to investing in marketing.

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Marketing (Big M) serves as a core driver of business strategy. That is, an understanding of markets, competitors, and other external forces, coupled with attention to internal capabilities, allows a firm to successfully develop strategies for the future. This approach is often referred to as strategic marketing, which means a long-term, firm-level commitment to investing in marketing-supported at the highest organization level-for the purpose of enhancing organizational performance.

Big M Marketing Refers to the Strategic,long-Term,firm-Level Commitment to Investing