Strategic marketing management: planning, implementation and control

Abstract

Where are we now? - strategic and marketing analysis marketing auditing and swot analysis segmental, productivity and ratio analysis approaches to competitive analyis approaches to customer analysis where do we want to be? - strategic direction and strategy formulation missions and objectives structural, market and environmental analysis market segmentation targeting and positioning the formulation of strategy - analyzing the product portfolio, generic strategies for leaders, followers, challengers and nichers how might we get there? - strategic choice pricing policies and strategies the promotional plan the distribution plan which way is best? - strategic evaluation criteria of choice modellingg approaches how can we ensure arrival? - strategic implementation and control problems to overcome management controls.