How to Develop a Strategic Marketing Plan: A Step-By-Step GuideTwo-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. 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. |
Contents
The Strategic Marketing Plan | 29 |
CHECKLISTS FOR DEVELOPING COMPETITIVE | 115 |
Help Topics | 139 |
COMPUTER DISK HOW TO DEVELOP A | 318 |
Introduction | 325 |
Objectives and Goals | 331 |
Marketing Opportunities | 347 |
Strategies and Action Plans | 359 |