This fully revised 3rd edition of Strategic Marketing: Decision-Making and Planning sets a framework for marketing decision-making as a part of a holistic approach to an organisation?s strategic management. It integrates expanded theoretical coverage with a step-by-step guide to each stage of the strategy development and management processes.

The latest theories on how marketing strategy is conceptualised and practiced is examined alongside a framework to facilitate the practical application of relevant concepts, tools and techniques. A series of 10 dynamic interactive modules exploring each stage of the strategic marketing process are included and new features such as Strategy in Practice boxes and end-of-chapter Strategy in Action activities further highlight the connection between theory and application.

Continuing to bridge the gap between theory learnt and the practice of writing a marketing plan or report, Strategic Marketing: Decision-Making and Planning 3e is an invaluable resource for students and practitioners alike.
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