The corporate strategy focuses on the notion of process that can easily integrate a marketing strategy focused in practice on products, advertising, distribution location and price. The synergies of organizational activity may be from the goals of the marketing department (Kitchen, 2011). Thus, the extended marketing mix tends to integrate upstream elements analyzed by the overall strategy of the company (Luttwak, 1989).
Business Administration is the marketing part of the overall business process. This begins with the purchase of raw materials and intermediate products, leads to the production (production of goods or services) and ends with the marketing and sales of the generated operational performance (Erdem, 2011). There are also supporting processes such as innovation, financing, management or personnel management. The sub-processes are also known as operational or business functions. In order to all processes run smoothly, it requires the management functions. This includes planning, organizational, management and control (success and progress monitoring) in relation to the purpose. The marketing process itself can be seen as marketing plan represented by some elements i.e. identification of opportunities through the market, customer and competition analysis including market research, setting targets to ensure that flow back the invested funds, selection of appropriate strategies for goal achievement, implementing the strategy with the marketing mix, and finally performance monitoring of the process and all decisions taken (Randall, 1990).