Abstract
This book has been concerned with a description and analysis of the application of strategic planning to the marketing function and the translation of the resultant marketing strategies into operational plans. Thus we have looked at the nature of strategy in general and marketing strategy in particular, and have recognised that marketing is constrained by the environment within which its activities must be performed. Within this overriding constraint we have acknowledged that the particular performance of the individual organisation will depend upon its ability to identify and satisfy the highly specific needs of individual consumers and that the degree of success which it will enjoy will depend in turn upon its ability to differentiate itself in the minds of prospective customers from the offerings of its competitors. Success in achieving this will be determined by its degree of understanding of the way in which buyers choose and the extent to which it can put this knowledge to good effect by identifying and developing profitable market segments.
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Notes and References
Graham J. Hooley, Christopher J. West and James E. Lynch, Marketing Management Today (Cookham: Institute of Marketing, 1983).
Hooley, West and Lynch (1983) see n. 1 above.
Ansoff, Corporate Strategy (Harmondsworth: Penguin, 1968).
John Argenti, Systematic Corporate Planning (Sunbury on Thames: Thomas Nelson, 1974).
Thomas Peters and Robert Waterman, In Search of Excellence (New York: Harper Row, 1982).
Michael E. Porter, The Competitive Advantage of Nations (London: Macmillan, 1990).
Michael J. Baker and Susan Hart, Marketing and Competitive Success (London: Philip Allen, 1989).
James Lynch, Graham Hooley and Jenny West, The Effectiveness of British Marketing, A Report to the ESRC, University of Bradford Management Centre (1988).
This section draws heavily on an article entitled ‘Marketing Maxims’, Advertising 66 (Winter 1980–1).
T. Levitt, ‘Marketing Myopia’, Harvard Business Review (July-August 1960).
Philip Kotler and Sidney J. Levy, ‘Broadening the Concept of Marketing’, Journal of Marketing, 33 (January 1969). This article was also the first to suggest a set of key concepts which apply to all types and kinds of marketing.
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© 1992 Michael J. Baker
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Baker, M.J. (1992). Recapitulation. In: Marketing Strategy and Management. Palgrave, London. https://doi.org/10.1007/978-1-349-22167-7_22
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DOI: https://doi.org/10.1007/978-1-349-22167-7_22
Publisher Name: Palgrave, London
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