Strategic market planning provides the key to growing a business and shaping its future. How to Develop a Strategic Marketing Plan contains the tools for generating a credible strategic marketing plan so that organizations not only survive but thrive. Actual case histories from companies such as Campbell Soup, Co., Texas Instruments, Inc., and Quaker State Corp. illustrate how business-building opportunities can translate into competitive strategies and tactics. It develops planning skills that apply to all areas of business. Planning forms, checklists, and guidelines for customizing an SMP are available for download.
Inhaltsverzeichnis
Introduction to Strategic Market PlanningPlanning in PerspectiveCritical Issues Impacting the Strategic Market PlanOrganizational Conditions for Developing an Effective Marketing PlanOutcomes of the Strategic Marketing PlanGetting the Most Out of the BookThe Strategic Marketing Plan: Strategic SelectionThe Strategic Plan: Looking Foreword to Three to Five YearsStrategic DirectionObjectives and GoalsGrowth StrategiesBusiness Portfolio PlanThe Strategic Marketing Plan: Tactical SelectionSituation AnalysisMarketing OpportunitiesMarketing ObjectivesStrategies and Action Plans (Tactics)Financial Controls and BudgetsMarketing Problem Solver - The Strategic Marketing Plan in ActionCase ExamplesChecklists for Developing Competitive StrategiesCompetitive Advantage AnalysisCompetitive Strategies AnalysisHow to Conduct AnalysisThe Marketing AdultHelp TopicsCompetitive StrategyLooking at Your MarketDetermining Patterns of Customer BehaviorIdentifying Competitor BehaviorViewing the IndustryScanning the EnvironmentLooking at Your CompanyIntegrating Marketing Intelligence Into Your Strategic Marketing PlanApplying Marketing Research to Your Strategic Marketing PlanSelecting Marketing StrategiesSelecting Product/Service StrategiesSelecting Pricing StrategiesDeveloping Promotional StrategiesDeveloping Distribution StrategiesCreating Global StrategiesThe Team Approach - Thinking Like a Strategist
