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

Front Cover
Routledge, Sep 29, 2017 - Business & Economics - 402 pages
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.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

TACTICAL SECTION
27
THE STRATEGIC MARKETING PLAN IN ACTION
71
CHECKLISTS FOR DEVELOPING COMPETITIVE STRATEGIES
115
HELP TOPICS
137
COMPUTER DISK HOW TO DEVELOP A SMPA STEPBYSTEP GUIDE
323
Index
363
Copyright

Other editions - View all

Common terms and phrases

Bibliographic information