chapter  1
25 Pages

We know what strategic marketing planning is …

The movie Indiana Jones and the Last Crusade reaches an exciting climax when the hero, after surmounting three fiendish traps, reaches the cave that houses the Holy Grail. As he enters the cave, however, he sees not one but dozens of grails, each of a different design and level of grandeur. Jones’ final test is to work out which is the true grail. He does, of course, and it all ends happily ever after. The story has some parallels with that of the reflective marketing practitioner, searching for a Holy Grail of strategic marketing planning. The practitioner’s problem lies not in finding a way to do it, but in discerning which of the many different ways to do it is best.