Strategic marketing planning

Аннотация

In practice, many marketing planners have responded by focusing to an ever greater degree upon short-term and tactical issues, arguing that, during periods of intense environmental change, traditional approaches to planning are of little value. Instead, they suggest, there is the need to develop highly sensitive environmental monitoring systems that are capable of identifying trends, opportunities and threats at a very early stage, and then an organizational structure and managerial mindset that leads to the organization responding quickly and cleverly