How to develop a strategic marketing plan
Author OL241243A
"How to Develop a Strategic Marketing Plan offers an innovative and pragmatic approach to strategic 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. A floppy disk - included with the book - provides planning forms and guidelines for customizing your own Strategic Marketing 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."--Jacket.