Strategy, Marketing Plans and Small Organisations
Long-term planning is the key to an organization’s success. This book provides an overview of strategic planning and implementation processes. It explores the importance of planning to small organizations along with major influences on strategy such as competitors and the industry environment. It examines the role of the chief executive, culture, and politics in the design and implementation of a strategic plan. It also outlines key components of a strategic marketing plan such as mission, objectives, marketing mix strategies, measurement, and review. It draws on current research and includes case studies from a variety of industries.