How to Develop a Strategic Marketing Plan a Step by Step Guide / Edition 1

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Overview

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.

"...provides planning forms & checklists, actual case histories & extensive supporting text on how to identify business-building opportunities & translate them into strategies & tactics."

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Editorial Reviews

Booknews
Paley, a manager for a quarter of a century in the bookselling industry, argues that having some good ideas about marketing is usually not enough, even for a small company. He guides readers through the process of planning a whole strategy and putting it in written form to submit to higher-ups or a bank. His approach combines the strategic vision of long-term business planning with the action-oriented thrust of a short-term marketing plan. He does not include a bibliography. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9781574442694
  • Publisher: CRC Press
  • Publication date: 12/28/1999
  • Edition number: 1
  • Pages: 408
  • Product dimensions: 6.10 (w) x 9.30 (h) x 1.20 (d)

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

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