This write-up attempts to review what authors have written specifically on strategic marketing process; particularly their approach and personal philosophy vis-à-vis this concept. Within the various approaches, it looks at the respective purpose and structure. Then onwards provide an analytical perspective on the SWOT analysis which seemingly, marketing gurus and authors embrace in their strategic plan in today's market environment. Review: Strategic Marketing Plan Doyle (2002) explains strategic marketing plan is concerned …
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showed last 75 words of 3330 total
…ebusinesstactics/wpn-8-20040412ConductingaProperSWOTAnalysisGoingBeyondtheBook.html Hiebaum, K. 1997. 'Strategic Marketing Planning. Theoritical and Practical Concept.' [Online]. Available: http://www.monografias.com/trabajos15/strategic-marketing/strategic-marketing.shtml [1997 Koch, A. J. 2000, 'SWOT Does Not Need To Be Recalled: It Needs To Be Enhanced'. [Online]. Available: http://www.westga.edu/~bquest/2001/swot2.htm [2001] Net MBA, 'The Strategic Planning Process'. [Online]. Available: http://www.netmba.com/strategy/process/ Quick MBA 2004, 'SWOT Analysis'. [Online]. Available: http://www.quickmba.com/strategy/swot/ [2004]