Date of Award

Spring 1997

Document Type

Legacy Thesis

Degree Name

Bachelor of Science (BS)

Department

Management and Decision Sciences

College

College of Business

First Advisor

Marios Katsioloudes

Abstract/Description

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.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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