strategic and operational planning of marketing

by Gordon E. Greenley

Publisher: McGraw-Hill Book Co. in London, New York

Written in English
Published: Pages: 252 Downloads: 706
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  • Marketing -- Management.,
  • Marketing.

Edition Notes

Includes bibliographies and indexes.

StatementGordon E. Greenley.
SeriesThe McGraw-Hill marketing series
LC ClassificationsHF5415.13 .G72 1986
The Physical Object
Paginationxii, 252 p. :
Number of Pages252
ID Numbers
Open LibraryOL2541952M
ISBN 100070841543
LC Control Number85023298

This means you’re going to be largely dependent on your own ability to market yourself and your work. You may also see strategic marketing plans. Self-published or not, here are some tips for marketing your first book: 1. Start early. It’s never too early to start letting people know about your book and about yourself as a writer or author. Strategic planning is a means of administering the formulation and implementation of strategy. Strategic planning is analytical in nature and refers to formalized procedures to produce the data and analyses used as inputs for strategic thinking, which synthesizes the data resulting in the strategy.

strategic and operational planning of marketing by Gordon E. Greenley Download PDF EPUB FB2

The planning to achieve the tactical objectives of the organization is known as Operational Planning. Strategic Planning is long lasting as compared Operational Planning.

Operational Planning is done to support Strategic Planning. Strategic Planning takes into account the internal as well as the external environment of business. Additional Physical Format: Online version: Greenley, Gordon E.

Strategic and operational planning of marketing. London ; New York: McGraw-Hill Book Co., © Operational Marketing Strategies. A marketing campaign consists of strategic and operational, or tactical, marketing activities.

The strategic part is based on research into your competitive environment, target customer buying habits and the characteristics of your products and services within your overall marketing. An operational plan should not be formulated without reference to a strategic plan.

The strategic plan, once formulated, tends not to be significantly changed every year. Operational plans may differ from year to year significantly. The development of the strategic plan is a responsibility shared and involves different categories of stakeholders.

Strategic Marketing book PDF (1). That's why every goal in a strategic plan must have one or more supporting goals in an operational plan. If a strategic goal isn't represented in any of the company's operational plans, it's highly unlikely that the goal will be realized, and executives should question why the goal is part of the company's strategic plan.

In understanding this, it’s no surprise that a Strategic Marketing Plan will often lay a framework for fundamental change in the way a firm works and how it engages its markets.

Business-to-Business (B2B) Marketing, like any area of management, has both strategic and operational. Hands-down, this is the single best reference book I own for modelling approaches, competitive strategies, strategic planning, and market analysis.

Because the authors summarize the "world" of strategic thinking, I also refer to other books where I need more in-depth information, but this book is almost always my starting point for articulating Reviews: The marketing operations function enables the marketing organization to operate more like a business, with formalized processes, infrastructure, and reporting.

The bare essentials Marketing Operations function should perform at least three functions: Drive the processes for budgeting and investment decisions and more effective strategic.

Developing an operational plan follows the same principles that are applied to how to make a business difference between the two is that operational plans are usually more focused on the actual transactions, relationships, and communications that occur between stakeholders during business processes, programs, andoperational plans are mainly used for operational.

Operations Planning 3. Designing of Operational Systems and control 4. Production Planning and control 5. Productivity management and quality management 6. Project Management 7. Economics of Maintenance and Spares management section b: Information systems 30% 8.

Strategic Management Introduction 9. Strategic Analysis and Strategic Planning CHAPTER 3: OPERATIONAL PLANNING.

Introduction1. It is essential that all aviation operations be planned with the utmost consideration given to safety and operational efficiency. Missions can be accomplished safely and efficiently, provided that a high degree of pre-planning, risk analysis, and management is applied.

Many users. In this chapter you see how you can design a strategic and an operational marketing plan. We provide you with relevant template to develop your own convincing marketing plans. You will see that you need the results of several tools to develop these plans.

Marketing plan is needed in every company to assess the current position of the company as well as to prepare the necessary actions to take for the improvement of the company's systems and operations.

Here are several examples of strategic marketing plan that you might find useful. Strategic management textbooks focus on anything from strategic planning to strategic marketing.

Designed for MBA candidates, business majors, and aspiring entrepreneurs, this comprehensive collection of textbooks covers management principles, from organizational behavior and business strategy to operations and production management. This Chapter on the strategic management and strategic planning process provide an insight on the basic knowledge on what is strategy and strategic management.

it further provide the strategic. Strategic planning. Follow this topic. Following Countless books and articles offer advice on avoiding missteps at the bargaining table.

But some of. A strategic marketing planning template can help but only as an outline. The same goes for strategic marketing planning examples.

The process of strategic marketing planning is different for every company. If a marketing agency tells you they have templates and can you results with testing, you should run.

You have to test before you scale. Strategic Planning And Forecasting Fundamentals J. Scott Armstrong From Kenneth Albert (ed.), The Strategic Management Handbook.

New York: McGraw Hill,pp. 21 to 2- Individuals and organizations have operated for hundreds of years by planning and. Facilitates Decision Making: It is a useful tool for future decision making involving the strategic, operational and control related decisions. Marketing Planning: Marketing information system assesses the market demand and prospective sales to ensure effective planning of the marketing operations.

The recourse to processes, people and purpose in marketing as well as strategy as a whole 75 The new analytics: resource advantage, co-evolution and agent-based modelling 80 Conclusions: the limits of relevance and the problems of application 81 References and further reading 82 5 Strategic marketing planning: theory and practice 87 Malcolm.

This lesson will explain the four types of planning used by managers, including strategic, tactical, operational and contingency planning. Terms, such as single-use plans, continuing plans, policy.

Operational planning (OP) is the process of planning strategic goals and objectives to technical goals [clarification needed] and objectives. It describes milestones, conditions for success and explains how, or what portion of, a strategic plan will be put into operation during a given operational period, in the case of commercial application, a fiscal year or another given budgetary term.

Although planning forms the foundation of every strong marketing strategy, most marketers still struggle with the process itself and often fall prey to a breadth of dis-jointed tactical activities vs.

adhering to a strategic marketing plan. Social media, search engine marketing, email marketing, mobile devices, website optimization, content marketing it’s impossible for an individual marketer to master them all, in addition to their traditional media activities.

And then there’s strategic planning, creative development and financial measurement. It’s overwhelming. strategic planning. He is the former chair of the board of directors for the Alabama Launchpad (a statewide business plan competition) and currently serves on the Steering Committee for the Michelin Development–East Alabama (an entity that provides low-interest loans to fuel job creation).

Strategic Marketing Management (7th edition) offers a comprehensive framework for strategic planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the theory advanced in this book is an essential tool for understanding the logic and the key aspects of the marketing process/5(10).

Medium – and Short-Range Planning, Implementation, and Control Although not a part of the strategic planning process and short-range planning as well as the implementation of the plans must be considered during all phases of the process. Control must also be provided for monitoring performance against plans.

The importance of feedback is shown by the loops in the model. The operational marketing plan Strategic planning Planning procedure and timetable Monitoring performance.

The operational marketing plan. An operational marketing plan serves as a detailed 'road map' for the planning and supervision of all marketing activities for the following year.

The plan is therefore concerned with tactics and action. The operational workforce will largely determine whether the strategic shifts will succeed or fail as the operation adapts to a brave, new strategic change.

If the strategic engine does its part, the organization will avoid the calcification and atrophy that occurs when a business doesn’t think ahead and disposes of strategic initiatives. University, took the entire strategic planning establishment to task in his book, The Rise and Fall of Strategic Planning.

In effect, Mintzberg declared strategy did indeed have several meanings, all of which were useful. He indicated that strategy is a plan, a pattern, a. Companies establish a marketing plan based on the products that they provide. It also is dependent on the size of the business and the resources that they have at their disposal.

Companies begin this process by collecting data on their customers in the market, such as shopping and spending patterns. There are.Director of Marketing and Strategic Partnerships Planning & Operations reports to the Chief Marketing Officer & GM, Strategic Partnership Group.

The purpose of this role is to lead all aspects.