Perspectives on strategic marketing management

This work is a compilation of articles geared towards updating marketers and students on the structure and process of strategic marketing. Other areas covered include: investment strategy, management strategy and assessment and implementation.

(1980), "How to Ensure the Continued Growth of Strategic Planning," The Journal
of Business Strategy, 1 (Summer), 11-18. Royce, William S. (1980), "Letter to the
Editor," Planning Review, (September-October), 4 and 45. Rumelt, Richard P. (
1978), "Evaluation of Strategy: Theory and Methods," in Dan E. Schendel and
Charles W. Hofer (eds.), Strategic Management: A New View of Business Policy
and Planning, Boston: Little, Brown. and Robin Wensley (1980), "In Search of the
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