This fully revised 4th edition of Strategic Marketing: Decision Making and Planning continues to set a framework for marketing decision making as a part of a holistic approach to an organisation’s strategic management. It integrates expanded theoretical coverage with a step-by-step guide to each stage of the strategy development and management processes
Strategic Marketing: Decision Making and Planning is written for those involved in the processes of developing and implementing marketing strategies. The book emphasises the role of marketing as an organisation-wide process rather than as a stand-alone organisational function. Accordingly, Strategic Marketing: Decision Making and Planning focuses on providing a framework for marketing decision making as part of a broad-based or holistic approach to strategic management. The framework provides for decision-making processes that are made both within and outside of formal strategic-planning processes.
The guiding principle of Strategic Marketing: Decision Making and Planning is to provide strategists with the ability to develop and implement effective marketing strategies by drawing on relevant concepts and analytical tools. It is a book that emphasises the practical application of marketing and other strategy-related theories, concepts, tools and techniques. It is designed to be used by practising managers and students alike, from the first-timer to the experienced strategist. It is particularly appropriate for business students studying marketing in subjects such as strategic marketing, strategic marketing planning and strategic marketing management. The emphasis on the application of relevant marketing concepts, tools and techniques provides the basis for organizing this book.