This workbook is designed to help firms and individuals become more familiar with the implications of a strategic marketing management program for their businesses. The workbook provides a basic introduction to marketing and strategic marketing management. Readers will also learn the basics of a marketing plan and why they need one. Included is a detailed introduction to performing an analysis of the customer, the company, the competition, and the industry as a whole. A major portion of the workbook is devoted to carrying out an effective Strengths, Weaknesses, Opportunities, and Threats analysis. This workbook illustrates how analysis can be used to form an effective strategic marketing plan that could increase efficiency and profitability
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