This text provides students and marketing professionals with a step by step guide to each stage of the marketing plan and strategy development process. The text is written in simple and concise language.

Strategic management

Beginning with the historical development of the strategy field, including the influence of industrial organization and the resource-based view, the author develops a new perspective labelled an "organisational action" view of strategy. Topical areas such as corporate governance, inter-organizational networks, and organizing for the future are examined.