Because the economic environment can be very dynamic and fluid, small businesses need to perform periodic assessments to determine the businesses position, mobility and health in the market. And you are that business. Reynolds and Lancaster (2007) advise that when businesses are performing strategic planning to determine the company’s future marketing efforts, that those efforts.
Subhash C. Jain is a Marketing Department Professor and Director of the Center for International Business Education and Research at the University of Connecticut. If you are interested in more access to his materials and marketing insight try these links. http://www.alibris.com/booksearch?author=subhash+jain http://www.business.uconn.edu/cms/p461/u176/mc/r http://www.marshpub.com/Global%20marketing.htmTweet
The 1970’s saw the advent and benefit of strategic planning. This led to the concept of strategic marketing. Strategic marketing usurped marketing management as the preferred planning strategy. There will be more about the fundamental differences between strategy marketing and marketing management in the future. The design of strategic marketing is perfect for the dynamic.