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Strategic Marketing Planning A Stateoftheart Review

Strategic Marketing Planning A Stateoftheart Review Strategic marketing planning has never been the simple,stepbystep approach described so prolifically in prescriptive textsand courses. Reviews strategic marketing planning in the context ofdifferent modes of strategic planning. Defines strategic marketingplanning, examines its role in an organization, reviews some of thetechniques used in the process and concludes by exploring some of theprincipal barriers which hamper the introduction of strategic marketingplanning, or serve to reduce its effectiveness. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Strategic Marketing Planning A Stateoftheart Review

McDonald, Malcolm H.B.
Marketing Intelligence & Planning , Volume 10 (4): 19 – Apr 1, 1992
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19 pages

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
DOI
10.1108/02634509210016632
Publisher site
See Article on Publisher Site

Abstract

Strategic marketing planning has never been the simple,stepbystep approach described so prolifically in prescriptive textsand courses. Reviews strategic marketing planning in the context ofdifferent modes of strategic planning. Defines strategic marketingplanning, examines its role in an organization, reviews some of thetechniques used in the process and concludes by exploring some of theprincipal barriers which hamper the introduction of strategic marketingplanning, or serve to reduce its effectiveness.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Apr 1, 1992

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