Chapter 1. Strategy Development and the Strategic Mind-Set

         What Is Strategy?

Development of the Strategic Mindset

Chapter 2. Outlining the Marketing Planning Process

Resolving the Confusion: Relating the Marketing Plan to the Business Plan to the Strategic Plan

Planning Versus Marketing

What is Market-Based Planning?

Chapter 3. The Challenge of a Competitive Marketplace

The External Environment

Environmental Trends

Chapter 4. Step 1: The Vision Thing

           Establishing the Context

Broad Versus Narrow Strategy Options

The Difference Between a Vision and a Mission

Defining the Vision

Defining the Mission

Specifying the Goals

Chapter 5. Step 2: Conducting the Internal/External Assessment

The Assessment Process

Market Research

Chapter 6. Step 3: The Strategy/Action Match

Perspectives on Strategy

Developing the Strategy/Action Match

Strategy Options

Setting Marketing Objectives

Chapter 7. Step 4: Determining Marketing Actions

Devising Tactics

Product/Service

Distribution

Pricing

Promotion

Chapter 8. Step 5: Integration of the Marketing Plan

The Necessity of Integration

Integration of Plans with Other Management Functions

Integration within the Organization’s Portfolio

Chapter 9. Step 6: The Approval and Marketing Process

An End and A Beginning

Establishing Guidelines for Selecting Among Alternative Plans

Monitoring Systems

The Need for Contingency Plans

Planning for Next Year

Chapter 10. Conclusion

Strategy Versus Tactics

Planning Issues

The Future of Strategy and Marketing

Appendix A. Consolidation of Key Questions Used in Conducting an Internal/External Analysis

Appendix B. Marketing Plan Summary

Appendix C. Sample Marketing Plan