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Planning Strategy and Applying the Strategic Marketing Process

In: Standing Room Only

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  • Joanne Scheff Bernstein

Abstract

Central to effective management and marketing is careful and thorough planning. Developing new tactics that are relevant to today’s consumers requires more than some good ideas; it requires thinking strategically. Strategic market planning necessitates a broad understanding of the organization’s current needs and opportunities, and it entails determining if ideas old and new are a good fit with the organization’s core strengths and resources.

Suggested Citation

  • Joanne Scheff Bernstein, 2014. "Planning Strategy and Applying the Strategic Marketing Process," Palgrave Macmillan Books, in: Standing Room Only, edition 0, chapter 0, pages 93-124, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-37569-8_6
    DOI: 10.1007/978-1-137-37569-8_6
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