Strategic Planning and the Marketing Effectiveness Audit

Camilleri, M. A. (2018). Strategic Planning and the Marketing Effectiveness Audit. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 7, pp. 117-135), Cham, Switzerland: Springer Nature.

24 Pages Posted: 17 Dec 2018

See all articles by Mark Anthony Camilleri

Mark Anthony Camilleri

University of Malta; University of Edinburgh

Date Written: December 1, 2017

Abstract

The central role of marketing stems from identifying processes which create value to customers. Therefore, the marketing strategies and plans should be based on relevant frameworks which create and capture value to customers and to the businesses, themselves. The strategic planning involves a thorough analysis of the businesses’ internal strengths and weaknesses, and an evaluation of opportunities and threats in the market place. The scanning of the marketing environment leads management to choose particular customers and product strategies. Therefore, strategic planners have to assess their resources, competences and capabilities, as they should determine where their company stands relative to other competitors. They are expected to evaluate strategic options and to consider alternative courses of action, including market penetration, market development, product development and diversification. This chapter outlines the different stages of strategic planning. In conclusion, it underlines the importance of conducting ongoing effectiveness audits that should analyse marketing and operational aspects.

Keywords: strategy, strategic planning, strategic plan, marketing plan, Kaplan and Norton, performance management, teaching resources

JEL Classification: M00, M1, M10, M3, M30, M31

Suggested Citation

Camilleri, Mark, Strategic Planning and the Marketing Effectiveness Audit (December 1, 2017). Camilleri, M. A. (2018). Strategic Planning and the Marketing Effectiveness Audit. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 7, pp. 117-135), Cham, Switzerland: Springer Nature.. Available at SSRN: https://ssrn.com/abstract=3289476

Mark Camilleri (Contact Author)

University of Malta ( email )

Department of Corporate Communication,
Faculty of Media and Knowledge Sciences
Msida, MSD2080
Malta
79314808 (Phone)

HOME PAGE: http://https://www.um.edu.mt/profile/markacamilleri

University of Edinburgh

27 Buccheluech Place,
The Business School
Edinburgh, Scotland EH8 9JS
United Kingdom

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