9781574442694

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

by ;
  • ISBN13:

    9781574442694

  • ISBN10:

    1574442694

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 1999-12-22
  • Publisher: CRC Press

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Purchase Benefits

  • Free Shipping On Orders Over $35!
    Your order must be $35 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $94.95 Save up to $49.37
  • Rent Book $85.46
    Add to Cart Free Shipping

    TERM
    PRICE
    DUE

Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

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 Planis 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 Plangives you the tools to generate a credible strategic marketing plan so your organization can survive in the 21st century.

Table of Contents

Introduction xi
The Author xxix
PART I: STRATEGIC SECTION
The Strategic Marketing Plan
1(28)
Chapter Objectives
1(1)
Overview
1(4)
The Strategic Plan: Looking Forward 3 to 5 Years
5(1)
Strategic Direction
5(7)
Objectives and Goals
12(5)
Growth Strategies
17(4)
Business Portfolio Plans
21(8)
PART II: TACTICAL SECTION
The Strategic Marketing Plan
29(44)
Chapter Objectives
29(1)
Overview
29(2)
Situation Analysis
31(19)
Marketing Mix
31(10)
Competitor Analysis
41(3)
Market Background
44(6)
Marketing Opportunities
50(4)
Marketing Objectives
54(7)
Assumptions
54(2)
Primary Objectives
56(2)
Functional Objectives
58(2)
Nonproduct Objectives
60(1)
Strategies and Action Plans (Tactics)
61(5)
Financial Controls and Budgets
66(7)
PART III: THE STRATEGIC MARKETING PLAN IN ACTION
Marketing Problem Solver
73(44)
Overview
73(1)
Case Examples
74(38)
Campbell Soup Co.
74(3)
National Semiconductor Corp./Xerox Corp.
77(1)
Emerson Electric Co.
78(3)
Texas Instruments Inc.
81(2)
Cummins Engines
83(2)
Moore Corporation
85(2)
Baldor Electric Co.
87(3)
Haworth Inc.
90(2)
Nu-Kote Holding Inc.
92(2)
Microsoft, Intel, IBM, Eastman Kodak
94(3)
Emery Worldwide
97(2)
QAD Inc.
99(2)
Russell Corporation
101(2)
Thor-Lo Inc.
103(2)
A. Schulman Inc.
105(2)
Safeskin Corporation
107(3)
Quaker State Corporation
110(2)
Summary
112(5)
PART IV: CHECKLISTS FOR DEVELOPING COMPETITIVE STRATEGIES
Checklists for Developing Competitive Strategies
117(22)
Overview
117(1)
Developing Competitive Strategies
117(1)
How to Conduct the Analysis
118(13)
The Marketing Audit
131(8)
Reviewing the Firm's Marketing Environment
131(2)
Reviewing Marketing Management Procedures and Policies
133(1)
Reviewing Strategy Aspects of the Marketing Mix
134(5)
PART V: HELP TOPICS
Help Topics
139(224)
Competitive Strategy
145(14)
Looking at Your Market
159(26)
Looking at Your Company
185(30)
Integrating Marketing Intelligence Into Your SMP
215(12)
Applying Marketing Research to Your SMP
227(18)
Selecting Market Strategies
245(8)
Selecting Product/Service Strategies
253(20)
Pricing Strategies
273(8)
Promotion Strategies
281(16)
Distribution Strategies
297(12)
Creating Global Strategies
309(8)
The Team Approach: Thinking Like Strategist
317(8)
PART VI: COMPUTER DISK: HOW TO DEVELOP A SMP---A STEP-BY-STEP GUIDE
Introduction
325(38)
Overview of the Strategic Marketing Plan (Strategic)
326(1)
Strategic Direction
327(2)
Objectives and Goals
329(1)
Growth Strategies
330(1)
Business Portfolio Plan
331(3)
Overview of the Strategic Marketing Plan (Tactical)
334(1)
Situation Analysis
335(12)
Marketing Opportunities
347(2)
Marketing Objectives
349(10)
Strategies and Action Plans
359(1)
Financial Controls and Budgets
360(3)
Index 363

Rewards Program

Write a Review