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Published in:
1992 | OriginalPaper | Chapter
Principles of Strategic Marketing Planning
Author : Michael J. Baker
Published in: Marketing Strategy and Management
Publisher: Macmillan Education UK
Included in: Professional Book Archive
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The issues to be addressed in Chapter 4 include: 1The relevance of strategic marketing planning (SMP) to organisations at different stages of their development.2The evolution of management and planning systems.3The formal definition of SMP.4The nature of objectives and their formulation.5The description of a framework for SMP.6Identification of some key principles of SMP.7The formulation of corporate strategy.8Some criticisms of and obstacles to SMP.