This book is designed to guide strategic marketing management in the social, economic, and technological environments in which businesses operate. Our approach is to provide an orderly process for developing strategic market plans that correspond to the organization's internal and external environments. This book is not a reiteration of in-depth conceptual coverage of marketing-mix variables (product, price, promotion, and distribution). We try to avoid having students memorize concepts and instead focus on creative thinking involved in applying the concepts to the development of marketing strategy.
The core of our strategic market planning approach is based on the organization's analysis of internal strengths and weaknesses and external opportunities and threats (SWOT analysis). Tactics emphasized in this book are processes and concerns necessary to develop a customer-oriented marketing strategy and marketing plan. This plan is then implemented in the final stage of the process. The results from this implementation have a direct impact on future planning efforts.
Chapter 1 An Uverview of Strategic Marketing Management
Chapter 2 The Role of Information analysis in Marketing Strategy
Chapter 3 Utilizing SWOT as a Foudation for Planning
Chapter 4 Marketing Ethics and Social Responsibilty in Strategic
Market Planning
Chapter 5 Strategic Mission, Goals, and Objiectives
Chapter 6 Marketing Strategy Options
Chapter 7 Marketing Strategy Selsction
Chapter 8 Financial Analysis in Marketing Strategy
Chapter 9 Development of the Marketing Plan
Chapter 10 The Marketing Plan: A Case Example
,etc.