There is no doubt that the business environment has become increasingly unpredictable. Yesterday's market leaders become tomorrow's has-beens; upstarts take on established giants; customers flock to new technologies while demanding old-fashioned customer service; and, of course, the Internet and the forces of globalization are accelerating the pace of change. Learning how to survive--and thrive--in this environment is of utmost importance for any company that intends to stick around.
Drawing from decades of research, teaching, and consulting in the fields of marketing and strategy, the author demystifies these chaotic forces, identifying the pressures on business that create uncertainty, but also the potential for innovation for those who recognize opportunities to strengthen their competitive position. Featuring dozens of illustrative examples of both winners and losers, Samli shows readers how to turn market chaos and uncertainty to their advantage. Concluding each chapter with a series of questions designed to help readers apply the book's principles in their own organizations, Samli demonstrates how to detect changes in market conditions early, uncover latent customer needs, create new products and services, and maintain a competitive edge.
“Marketing Planning: Where Strategy Meets Action” offers marketing students and professionals a practical, step by step guide to creating marketing plans that deliver measurable results. It presents a comprehensive framework for strategic marketing planning and outlines a structured approach for developing effective marketing plans. The approach uses numerous figures, checklists, and decision charts to leverage proven marketing techniques and market data for high quality marketing plans. The book is packed with current examples, culminating in a complete sample marketing plan that demonstrates the book’s unique approach. The book is ideal for planning-related courses in upper-level undergraduate and lower-level graduate school programs, as well as for business executives seeking a competitive edge in the speed and quality of their marketing planning.