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evansberman_chapter_03

evansberman_chapter_03 - Chapter 3"Developing and Enacting...

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Copyright Atomic Dog Publishing, 2007 Chapter 3: “Developing and Enacting Strategic  Marketing Plans” Joel R. Evans  &  Barry Berman Marketing, 10e: Marketing in the 21st Century
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Copyright Atomic Dog Publishing, 2007 Chapter Objectives To define strategic planning and consider its importance  for marketing To describe the total quality approach to strategic planning  and show its relevance to marketing To look at the different kinds of strategic plans and the  relationships between marketing and the other functional  areas in an organization To describe thoroughly each of the steps in the strategic  planning process: defining organizational mission,  establishing strategic business units, setting marketing  objectives, performing situation analysis, developing  marketing strategy, implementing tactics, and monitoring  results To show how a strategic plan may be devised and applied
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Copyright Atomic Dog Publishing, 2007 Strategic Planning Is Critical strategic business plan  describes the overall  direction an organization will pursue within its  environment and also guides the allocation of  resources. It provides the logic that integrates the  perspectives of functional departments and operating  units, and points them in one direction. strategic marketing plan  outlines the actions  necessary, who is responsible, when and where they  will be completed, and how they will be coordinated.  Such a plan is carried out within the context of a firm’s  broader strategic business plan.  
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Copyright Atomic Dog Publishing, 2007 A Total Quality Approach This is a process- and output-related philosophy,  striving to satisfy customers effectively. It always: Seeks to satisfy customers.
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