preston noon

Corporate Level Marketing
What is marketing?Marketing at the corporate levels asks this question as 'What business should we be in and what opportunities should we pursue?'.This is marketing before we even have a business,idea or product.This is what is known as entreprenuership.This level of marketing stategy is where the Ted Turners,Bill Gates' and Michael Dells of the world make market changing decisions.This level is also where corporate management of existing companies decide to branch off into new uncharted territories and opportunities.
Business Level Marketing
What is marketing? Marketing at the business level asks this question as 'How are we going to compete against the competition?'.When Jack Trout says that marketing is 'the war between competitors' and 'the conflict between companies' what he is really doing is defining marketing at the business level.Business level marketing deals with high level strategic marketing concerns.This level deals with long term sustainable advantages and business models.
Functional Level Marketing
What is marketing?Marketing at the functional level(also known as the operating level)ask this question as 'How do we create and keep customers?'.This level deals with marketing tactics and the '4ps' of the marketing mix.This level of marketing defines and develops products,prices them,promotes them and then distributes them in a way that helps a company create and sustain demand for their products.

Smaller companies with one owner or Ceo usually makes the decisions on all 3 levels.