This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning) and finally details the overall implementation and creation of customer values.

This second edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analyzing consumer needs, setting goals, choosing a brand positioning, and marketing communication. Subjects such as big data, AI, online behavioral targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy.

With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. Support materials include PowerPoint slides.

part 1|57 pages

Introduction and marketing planning

chapter Chapter 1|28 pages

The essence of marketing

chapter Chapter 2|27 pages

The strategic marketing planning process

part 2|199 pages

Situation analysis

chapter Chapter 3|28 pages

Mission, customer values, and market definition

chapter Chapter 4|24 pages

Internal analysis

chapter Chapter 5|44 pages

Customer analysis

chapter Chapter 6|29 pages

Industry analysis

chapter Chapter 7|25 pages

Competitor analysis

chapter Chapter 8|21 pages

Distribution and supplier analysis

chapter Chapter 9|26 pages

SWOT analysis

part 3|88 pages

Corporate decisions and marketing decisions

chapter Chapter 10|31 pages

Corporate objectives and strategies

chapter Chapter 11|55 pages

Marketing objectives and marketing strategies

part 4|93 pages


chapter Chapter 12|22 pages

Choice of product/service, price, and channels

chapter Chapter 13|44 pages

Marketing communications

chapter Chapter 14|25 pages

Organization and execution of marketing