How to Develop a Strategic Marketing Plan: A Step-By-Step Guide, 1st Edition (Hardback) book cover

How to Develop a Strategic Marketing Plan

A Step-By-Step Guide, 1st Edition

By Norton Paley

CRC Press

402 pages

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Hardback: 9781574442694
pub: 1999-12-22
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Description

Two-thirds of rapid-growth firms use written business plans, according to Price, Waterhouse, Coopers 1998 Trendsetter Barometer. The survey also states that firms with written plans grow faster, achieve a higher proportion of revenues from new products and services, and enable CEOs to manage more critical business functions.

How to Develop a Strategic Marketing Plan is both innovative and pragmatic in its approach. It explains how to combine the strategic vision of long-term business planning with the action-oriented thrust of a short-term marketing plan. Planning forms and guidelines for customizing your own Strategic Market Plan (SMP) are available for download from the CRC Press website. Just go to the download tab located with the book's description.

Actual case histories - from companies such as Campbell Soup, Co., Texas Instruments, Inc., and Quaker State Corp. - illustrate how business-building opportunities translate into strategies and tactics. They demonstrate the compelling relationship between internal organizational functions and external market conditions, the long- and short-term strategic marketing issues and the advantages of developing an SMP.

Strategic market planning shapes the future of business. In its broadest dimension it sets in motion actions that impact long term prosperity. How to Develop a Strategic Marketing Plan gives you the tools to generate a credible strategic marketing plan so your organization can survive in the 21st century.

Reviews

"…this one is both intellectual and practical…insights into market planning, academicians should find this book a detailed and interesting vehical for presenting detailed planning concepts to students, who will find it a clear and well-organized guide to developing marketing plans…lower division undergraduate through professional."

--T. J. Belich, in CHOICE, Vol. 37, No. 11/12

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Table of Contents

Introduction to Strategic Market Planning

Planning in Perspective

Critical Issues Impacting the Strategic Market Plan

Organizational Conditions for Developing an Effective Marketing Plan

Outcomes of the Strategic Marketing Plan

Getting the Most Out of the Book

The Strategic Marketing Plan: Strategic Selection

The Strategic Plan: Looking Foreword to Three to Five Years

Strategic Direction

Objectives and Goals

Growth Strategies

Business Portfolio Plan

The Strategic Marketing Plan: Tactical Selection

Situation Analysis

Marketing Opportunities

Marketing Objectives

Strategies and Action Plans (Tactics)

Financial Controls and Budgets

Marketing Problem Solver - The Strategic Marketing Plan in Action

Case Examples

Checklists for Developing Competitive Strategies

Competitive Advantage Analysis

Competitive Strategies Analysis

How to Conduct Analysis

The Marketing Adult

Help Topics

Competitive Strategy

Looking at Your Market

Determining Patterns of Customer Behavior

Identifying Competitor Behavior

Viewing the Industry

Scanning the Environment

Looking at Your Company

Integrating Marketing Intelligence Into Your Strategic Marketing Plan

Applying Marketing Research to Your Strategic Marketing Plan

Selecting Marketing Strategies

Selecting Product/Service Strategies

Selecting Pricing Strategies

Developing Promotional Strategies

Developing Distribution Strategies

Creating Global Strategies

The Team Approach - Thinking Like a Strategist

Subject Categories

BISAC Subject Codes/Headings:
BUS042000
BUSINESS & ECONOMICS / Management Science
BUS053000
BUSINESS & ECONOMICS / Quality Control
BUS058000
BUSINESS & ECONOMICS / Sales & Selling