Strategic Marketing Planning Tools Introduction - Marketing Management

Earlier, we examined issues relating to the actual product or service and discussed the basic theories of product life cycle and how this can be applied strategically. We also looked at new product development and specifically examined issues related to service marketing and the notion of the three Ps (people, process and physical evidence).

The chapter also detailed work by Booz, Allen and Hamilton in terms of developing and launching new products. Finally, the chapter concluded with a discussion and explanation of the work of Everett Rogers and the notion of the diffusion of innovations. In this chapter we take the discussion to a more strategic level in terms of examining the notion of ‘portfolio analysis’ along with other marketing planning tools. These tools allow us to more scientifically plan marketing strategy, and the first of the ideas that we examine relates to what is regarded as the classic work of Michael Porter.


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