Strategy for Marketers: A Guide for Professional Marketers
This Guide provides an in-depth and practical resource for Strategic Marketing Planning. It looks first at how to gain insight from analysis of the environment and considers a range of key concepts and tools including the Resource-based View, Blue vs. Red Ocean thinking, dynamic capabilities and core rigidities. It then looks at how to produce a strategic marketing plan including setting objectives, analysis of the macro and micro environment, identifying strategic options and recommending strategic and tactical decisions. Key tools explained include SWOT analysis, Ansoff’s Growth Matrix, Porter’s generic strategies and Segmentation-Targeting-Positioning (STP). Finally it looks at implementation and control including measuring, monitoring and continuous improvement. Throughout the Guide there are practical exercises designed to take you through each step in the preparation of your Strategic Marketing Plan.
About the Authors
Andrew Hatcher is a Chartered Marketer, Director of Publishing and a senior tutor at Cambridge Marketing College. He is Managing Director of The Applied Knowledge Network, which develops training courses and software applications focused on strategy planning. Andrew has over 20 years’ experience in marketing services in a wide range of contexts and has written several other books on innovation and marketing strategy.
Charles Nixon, MBA, has many years of marketing experience, from government relations, through market research to marketing communications and strategy, having worked across a broad range of industries including textiles, software, telecommunications and financial services. Charles is Chairman and a founding director of Cambridge Marketing College and is a Fellow of CAM, CIM and the Royal Society of Arts.
The authors would also like to acknowledge the contribution made to the Guide by Alistair Pryde, who is a Chartered Marketer with over 20 years’ experience in the private, charity and public sectors and a Fellow of Cambridge Marketing College where he is a principal tutor.