Abstract
This research is an attempt to apply strategic market planning in a retail environment. As used in the re-search, strategic market planning is the planning process which begins with formal evaluation of the organization's mission and its goals, continues with analyses of the internal situation and external or macroenvironmental forces, competition, opportunities, and selection of strategies from alternatives corresponding to different business situation scenarios (Channon and Jalland, 1978). The process concludes with development of specific strategies, tactics for accomplishing the objectives, budgeting, implementation and"procedures for monitoring and control. Plans are prepared under a strategic framework which views the firm's offerings as a balanced portfolio, with each offering in its own life cycle stage.
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References
Dereck F. Abel and John S. Hammond, Strategic Market Planning (Englewood Cliffs, N.J.: Prentice-Hall, Inc., 1979).
Albert D. Bates, "On the Troubled Future of Retailing," Business Horizons, 53 (August, 1976), 22–28.
Derek F. Channon and Michael Jalland, Multinational Strategic Planning (New York: American Management Association, 1978).
Peter Lorange and Richard F. Vancil, Strategic Planning Systems (Englewood Cliffs, N.J.: Prentice-Hall, Inc., 1977).
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© 2015 Academy of Marketing Science
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McNabb, D.E. (2015). Retailing in the 1980’s: A Buyer’s Perspective. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_93
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DOI: https://doi.org/10.1007/978-3-319-16976-7_93
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