How to Develop a Strategic Marketing Plan
A Step-By-Step Guide
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Book 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.
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
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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