marketing plans

Should We Question Traditional Strategic Marketing Planning Models?


Throughout my many years of teaching strategic marketing planning, the bedrock of the planning structure has been a formalised approach encapsulated by SOSTAC® (PR Smith, 1995). This essentially argues that planning of ANY kind (so not just strategic marketing planning) should be a structured approach, based on carrying out the following steps: Situation Analysis (where are we now?) Objectives (where [...]

Should We Question Traditional Strategic Marketing Planning Models?2018-06-24T11:13:57+01:00

Analysing and Auditing


The process of analysis as part of the planning process involves both an external audit and an internal audit.   The advantages of scanning the environment include: · Opportunities can be spotted and capitalized upon · Provides objective information which can be analyzed · Increases sensitivity to changing needs of environment · Provides stimulation for strategy-making · Can contribute to [...]

Analysing and Auditing2020-11-19T12:48:28+00:00