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. A floppy disk - included with the book
-provides planning forms and guidelines for customizing your own
Strategic Market Plan (SMP).
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.
Develops planning skills that apply to
all areas of business
Establishes a common vocabulary and
methodology to fit large and small corporate planning efforts
Enhances cross-functional communications
to foster cooperative efforts that result in customer-oriented
products and services
Links the sales force into the planning
process by incorporating their input on customer trends, competitive
information, and new market opportunities
Creates a working document of an SMP for
a company, division, or product line
Translates opportunities into
competitive marketing strategies
Includes a disk that contains planning
forms and guidelines for customizing your own SMP
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