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Journal of Marketing Management Volume 1, 1985 - Issue 1-2
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Original Articles

Strategic marketing concepts and models

Douglas Brownlie Department of Management Studies, Glasgow University
Pages 157-194 | Published online: 06 May 2010
 
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Abstract

In this second of two articles on strategic marketing planning the author describes the techniques that have been developed to aid analysis of marketing information. Analytical frameworks such as the product life‐cycle, the growth‐share matrix, the Business Assessment Array and the Directional Policy Matrix are discussed and the benefits and pitfalls associated with strategic planning frameworks are considered by the author.

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