Strategic Marketing: Decision Making and Planning

by Peter W. Reed

This fully revised 3rd edition of "Strategic Decision-Making and Planning" sets a framework for marketing decision-making as a part of a holistic approach to an organisation's strategic management. It integrates expanded theoretical coverage with a step-by-step guide to each stage of the strategy development and management processes. The latest theories on how marketing strategy is conceptualised and practiced is examined alongside a framework to facilitate the practical application of relevant concepts, tools and techniques. A series of 10 dynamic interactive modules exploring each stage of the strategic marketing process are included and new features such as Strategy in Practice boxes and end-of-chapter Strategy in Action activities further highlight the connection between theory and application. Continuing to bridge the gap between theory learnt and the practice of writing a marketing plan or report, "Strategic Decision-Making and Planning 3e" is an invaluable resource for students and practitioners alike.

350 pages, Paperback

Published January 1, 2010

About the author

Peter W. Reed is an Associate Professor of Marketing and MBA Director of the MBA Program, Monash University.

His research and teaching interests are centered around management decision-making processes particularly in the area of strategic marketing planning, marketing management, and innovation.

Peter has a PhD from the University of New England and a Master of Business (Marketing) degree from Monash University.