ABSTRACT
In order to get the best out of opportunities presented by strategic windows, a systematic approach to planning and implementing marketing strategies is required.
We should start by looking at the gap between where the firm is now and where it would like to be. We should also assess the strengths and weaknesses of the firm and the opportunities and threats that are present in the strategic windows of opportunity, review the strategic options that are available and identify the courses of action we would like to pursue. This is then reflected in the marketing plan. It is the culmination of our analysis of the requirements of the strategic windows and takes account of the corporate plan of the organization. Plans have to be implemented, and today many firms collaborate in the joint marketing of their products and services. We look at the nature of strategic collaboration, alliances and partnerships and types of business networks. It is important that this collaboration is well managed, and we address this issue through the topic of relationship marketing.
