10.2 Understanding the Strategic Marketing Process

Strategic planning is a process that helps an organization allocate its resources to capitalize on opportunities in the marketplace. Typically, it is a long-term process. As seen in Figure 10.2, strategic planning in marketing is a four-step process that includes conducting a situation analysis, setting marketing objectives, developing a marketing strategy, and implementing marketing tactics. This chapter will provide an in-depth analysis of steps 1-3. Marketing tactics will not be discussed for the purposes of this course.


Figure 10.2: Strategic Marketing Process


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Introduction to Management Copyright © by Kathleen Rodenburg is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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