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. The 3.5<"> disk, requiring Windows 95 or above, contains forms and guidelines. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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.
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