The Marketing Book 5th Edition

82 The Marketing Book advantage is itself measured only in seconds: it is reasonable to assume it is somewhat longer in product ...

The basics of marketing strategy 83 Caves, R. E. (1980) Industrial Organization, Cor- porate Strategy and Structure, Journal of ...

84 The Marketing Book Multidivisional Corporations, Organizational Science, 7 (3), 255–82. Giddens, A. (1979) Central Problems i ...

The basics of marketing strategy 85 Kotler, P. (1991) Philip Kotler Explores the New Marketing Paradigm, Marketing Science Insti ...

86 The Marketing Book Prahalad, C. K. and Hamel, G. (1990) The Core Competence of the Corporation, Harvard Busi- ness Review, Ma ...

CHAPTER 5 Strategic marketing planning: theory and practice MALCOLM McDONALD Summary In order to explore the complexities of dev ...

88 The Marketing Book strategy consultants Lubatkin and Pitts (1985), who believe that all businesses are unique, they are suspi ...

Strategic marketing planning: theory and practice 89 The marketing department is likely to be responsible for the first two proc ...

90 The Marketing Book company identified and contacted, which might indeed need ‘selling’ to, many new Web cus- tomers were init ...

Strategic marketing planning: theory and practice 91 Where marketing planning has failed, it has generally been because companie ...

92 The Marketing Book company. But such measures are unlikely to be effective if there are more fundamental prob- lems which hav ...

Strategic marketing planning: theory and practice 93 attempt to define a company’s marketing prob- lems, or, at best, something ...

94 The Marketing Book important and difficult of all stages. If this is not done properly, everything that follows is of little ...

Strategic marketing planning: theory and practice 95 strategies and tactics for the four Ps, as required. Likewise, a company wi ...

96 The Marketing Book Consequently, too much detail should be avoi- ded. Its major function is to determine where the company is ...

Strategic marketing planning: theory and practice 97 leaves the ‘factory’, apart from those involved in physical distribution. W ...

High formalization High/medium formalization Low formalization High formalization Low formalization Medium formalization Medium ...

Strategic marketing planning: theory and practice 99 small, undiversified companies and there is less need for formalized proced ...

100 The Marketing Book Figure 5.5 Hierarchy of audits Figure 5.6 Strategic and operational planning ...

Strategic marketing planning: theory and practice 101 Under marketing, for example, at the highest level in a large group, top m ...