1st Edition
How to Develop a Strategic Marketing Plan A Step-By-Step Guide
By Norton Paley
Copyright 2000
402 Pages
by
CRC Press
402 Pages
by
Routledge
Also available as eBook on:
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... Read more
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
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
Biography
Paley, Norton
"…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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