Strategy, Marketing Plans and Small Organisations

McCarthy, Breda (2016) Strategy, Marketing Plans and Small Organisations., Townsville, QLD, Australia.

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Long term planning is the key to an organisation's success. This book provides an overview of strategic planning and implementation processes. It explores the importance of planning to small organisations along with major influences on strategy such as competitors and the industry environment. It examines the role of the chief executive, culture and politics in the design and implementation of a strategic plan. It also outlines key components of a strategic marketing plan such as mission, objectives, marketing mix strategies, measurement and review. It draws on current research and includes case studies from a variety of industries.

Item ID: 39460
Item Type: Book (Teaching Material)
ISBN: 978-87-403-1298-0
Keywords: marketing, small business, etextbook
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Funders: James Cook University
Projects and Grants: Teaching and Learning Grant, eBook category, 2015
Date Deposited: 31 Jul 2015 02:58
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350608 Marketing theory @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 50%
97 EXPANDING KNOWLEDGE > 970116 Expanding Knowledge through Studies of Human Society @ 50%
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