Preface
The Ultimate Guide to Strategic Marketing illustrates and explains how to build a dynamic, future-oriented marketing plan for your company. This book provides the following:
• An overview of the marketing planning process.
• Qualitative tools to help you determine your company’s vision/mission statement, goals, objectives, and environmental assessments.
• Quantitative tools to define your firm’s strengths, weaknesses, and resources; to take stock of the competitive situation; and to assess your risk and opportunities.
• Questionnaires that you can use to generate the data you need if you are to create a three- to five-year dynamic marketing plan for your firm.
• A running sample case that illustrates the principles in each chapter and ...
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