Date of Award
Bachelor of Science (BS)
Management and Decision Sciences
College of Business
The purpose of the following thesis paper is to examine the fundamental importance of strategic marketing to organizations in attaining their goals. A discussion of the changing face of the marketplace will be followed by an explanation of basic marketing strategies and the marketing research process in terms of their role in strategic marketing. The next section will focus on an examination of the steps necessary in the strategic marketing planning process. A clarification of the subject will include a section on strategic marketing techniques in practice. Examples will be provided from an actual strategic planning analysis of a local small business, as well as various other businesses and nonprofit organizations.
Aronson, Daniel, "Realizing the Vision: Strategic Marketing in Theory and Practice" (1997). Honors Theses. 160.