What role does marketing play in the overall strategic planning process? In your post, discuss a company that you think has mastered the marketing process and also mention a company that you think needs much improvement in marketing products or services.

First read these two articles:

When Marketing is Strategy

http://hbr.org/2013/12/when-marketing-is-strategy

Branding in the Age of Social Media

https://hbr.org/2016/03/branding-in-the-age-of-social-media

Answer the following:

What role does marketing play in the overall strategic planning process?  In your post, discuss a company that you think has mastered the marketing process and also mention a company that you think needs much improvement in marketing products or services.  How do you think that social media has changed marketing concepts over the past five years for these companies?

Your initial post should be at least 250 words, not including repeated questions, references and quotes.