How to Develop a Strategic Marketing Plan: A Step-By-Step Guide [With Disk] Contributor(s): Paley, Norton (Author) |
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ISBN: 1574442694 ISBN-13: 9781574442694 Publisher: CRC Press OUR PRICE: $123.50 Product Type: Hardcover - Other Formats Published: December 1999 Annotation: This is a self-contained book offering an innovative and pragmatic look approach to strategic and marketing planning. It explains how to combine the strategic vision of long-term business planning with the action-oriented thrust of a short-term marketing plan. The book provides planning forms and checklists, actual case histories, and extensive supporting text on how to identify business-building opportunities and translate them into strategies and tactics. |
Additional Information |
BISAC Categories: - Business & Economics | Marketing - General - Business & Economics | Advertising & Promotion - Business & Economics | Entrepreneurship |
Dewey: 658.802 |
LCCN: 99045098 |
Physical Information: 1.24" H x 6.34" W x 9.3" (1.4 lbs) 402 pages |
Descriptions, Reviews, Etc. |
Publisher Description: 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. 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. |