Developing Successful Marketing Strategies

Annotation Developing Successful Marketing Strategies uses real market examples to demonstrate the effective development of strategies. The marketing strategy development process begins with a vision and mission statement that drives strategy development. The strategy drives the development of tactics. Strategy development begins with a destination in mind (described by the vision and mission). Before starting toward the destination it is necessary to clearly define the starting point (situation analysis) and begin planning the best route to reach the destination (strategy). Once the best route is determined it will be necessary to develop a plan that incorporates the use of resources and an understanding of the landscape to reach the desired destination (tactics). Managers, executives and students will use this book to guide them through the process of developing a successful marketing strategy. The book is arranged in the order of actions needed to develop a marketing strategy. Part I – Situation Analysis – describes the information gathering process required. Part II – Vision and Mission Drives Strategy then Tactics – describes the development process of developing Strategy and tactics. Part III – Implementation – discusses the process of marketing strategy implementation. Those using the book will be shown that the principles of marketing and management must be used in concert to develop a successful marketing strategy.