Strategic Marketing Planning

This write-up attempts to review what authors have written specifically on strategic marketing process; particularly their approach and personal philosophy vis-à-vis this concept. Within the various approaches, it looks at the respective purpose and structure. Then onwards provide an analytical perspective on the SWOT analysis which seemingly, marketing gurus and authors embrace in their strategic plan in today's market environment.
Review: Strategic Marketing Plan
Doyle (2002) explains strategic marketing plan is concerned with adapting the organisation to a changing envi…