In today's competitive marketplace, organizations need a strategy to help them stay focused. In setting the course for the company, management needs to identify where they are now and where they want to go (Kerin, 2004). Once these questions are answered, Kerin suggests that secondary questions emerge on resource allocation, converting the plan into action, and revising the plans, if necessary, the basis of the Strategic Marketing Process. The Planning Phase Strategic marketing planning examines three …showed first 75 words of 833 total…

…showed last 75 words of 833 total…and lose sight of their objectives. A comprehensive strategic marketing plan keeps the company focused. References: Kerin, R. A., Hartley, H. W., & Rudelius, W. (2004). Marketing: The core. New York: McGraw-Hill Irwin. Prahalad, CK. and Hamel, G. 1990. "The Core Competence of the Corporation". Harvard Business Review, May-June, pp. 79-91. Stalk, G Jnr., Evans, P. and Schulman, LE. 1992. "Competing on capabilities: the new rules of corporate strategy". Harvard Business Review, Vol.70, No. 2, March-April, pp. 57-70.