Strategic Planning for the Small Business: Situations, Weapons, Objectives and Tactics

Today's marketing environment is more competitive and volatile than ever. More and more marketing managers are facing disastrous outcomes that are hard to counteract, such as revenue shortfalls, large scale customer desertions, or consistently uninspired responses to the competition. Based on years of meetings, interviews and strategy sessions in both big and small business settings, this hands-on guide addresses, analyzes and helps solve 163 of the very toughest marketing problems -- from handling discontented salespeople to repairing misguided campaigns, from tricky product launches to media meltdown. The solutions in the book will help marketers protect their capital, prevent failure in their campaigns, and produce profits.Rice, Craig S. is the author of 'Strategic Planning for the Small Business: Situations, Weapons, Objectives and Tactics' with ISBN 9781558508583 and ISBN 1558508589.