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Analytical Frameworks for Strategic Marketing Planning

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Marketing Theory and Practice

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Abstract

The process of strategic marketing planning is essentially an information driven process, at the heart of which lies an intensive need to gather data on a continuing basis about the firm’s external and internal marketing environment. Marketing technology offers various analytical frameworks to help organise such data: that is, to place it in a context where interpretation becomes possible. Through the use of those frameworks marketing managers are able to ascribe meaning to marketing data, thence to diagnose and define strategic marketing problems. And in theory those steps are followed prior to taking resource allocation decisions.

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  1. Douglas Brownlie
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Michael J. Baker Olivier Badot Ken Bernard Stephen Brown Douglas Brownlie Sara Carter K. C. Chan Bernard Cova Keith Crosier Adamantios Diamantopoulos Bill Donaldson Sean Ennis Pervez Ghauri Susan J. Hart Peter Leeflang Dale Littler Michael C. Mcdermott Lyn Mcgregor Shan Rajagopal Daniel Tixier John Webb

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© 1995 Douglas Brownlie

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Brownlie, D. (1995). Analytical Frameworks for Strategic Marketing Planning. In: Baker, M.J., et al. Marketing Theory and Practice. Palgrave, London. https://doi.org/10.1007/978-1-349-24260-3_14

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