Absolute Essentials of Strategic Marketing
Absolute Essentials of Strategic Marketing
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Tony Proctor
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Tony Proctor
First published 2021
by Routledge
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© 2021 Tony Proctor
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Preface vi
Introduction 1
1 Marketing strategy 3
7 Growth strategies 60
10 International marketing 91
Index 112
Preface
Tony Proctor
2020
Introduction
1 Identify the opportunities and threats posed by the opening and closing
of strategic windows.
2 Analyze all the relevant internal and external environmental factors
acting upon the firm in the context of the strategic windows.
3 Determine the best strategy or set of strategies that are likely to enable
the firm to take best advantage of the strategic window while it is open.
4 Ensure that adequate resources are available to implement the chosen
strategies.
5 Implement the chosen strategy to take best advantage of the opportuni-
ties presented by the strategic window and to minimize the risks posed
by the threats.