Strategic marketing planning and control

Strategic Marketing Planning and Control" is a book written by John Westwood that focuses on the importance of marketing planning for business success. The book starts by introducing the concept of strategic marketing and its role in the overall business strategy. The author explains how strategic marketing planning can help a business to achieve its goals by creating a competitive advantage and delivering customer value. The book then moves on to the various elements of a marketing plan, including market research, segmentation, targeting, and positioning. The author provides practical advice on how to develop a marketing plan, including how to set marketing objectives and allocate resources. The next section of the book focuses on marketing control, which is the process of monitoring and evaluating the effectiveness of marketing activities. The author explains how to measure marketing performance, including how to use key performance indicators (KPIs) and other metrics to assess the success of marketing campaigns. The book also covers the role of technology in marketing planning and control, including the use of marketing automation tools, data analytics, and customer relationship management (CRM) systems. Overall, "Strategic Marketing Planning and Control" is a comprehensive guide to marketing planning and management that provides practical insights and advice for business owners, marketing professionals, and students alike. It is a valuable resource for anyone looking to improve their marketing skills and drive business growth.