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Published in:
2014 | OriginalPaper | Chapter
Planning Strategy and Applying the Strategic Marketing Process
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Central to effective management and marketing is careful and thorough planning. Developing new tactics that are relevant to today’s consumers requires more than some good ideas; it requires thinking strategically. Strategic market planning necessitates a broad understanding of the organization’s current needs and opportunities, and it entails determining if ideas old and new are a good fit with the organization’s core strengths and resources.