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.

"There is a large knowledge gap in the market today between business strategy and experimentation. People resort to reading growth hacker blogs or going to meetups or eventually asking consultants for help. This book contains a library of techniques and specific guidance on how to rapidly test new business ideas in the market with customers, using the world renowned Business Model Canvas. The book has three parts. The first explains how Lean Experiments dramatically reduce risk and increase the likelihood of success for any new business idea. The second part introduces Assumptions Mapping and an experiment library. The third part defines a series of ceremonies and team configurations to make experimentation a continuous, repeatable process. The book concludes with a challenge to founders and executives on how to encourage an experimentation mindset within their organizations"--