The strategic marketing plan audit

"The Strategic Marketing Plan Audit" by Michael Baker is a comprehensive guide for organizations to evaluate and improve their strategic marketing planning. Here is a detailed overview of the book:

Key Themes

1. Strategic Marketing Planning: The book focuses on the entire process of planning corporate marketing strategies, particularly in larger organizations or business units.
2. Audit Process: It outlines an 8-step audit process to review and evaluate the marketing strategy, including steps such as mission statement, marketing appreciation, strategic objectives, core strategy, key policies, administration and control, and communication and timing.
3. Alignment and Achievement: The audit helps in evaluating how well the marketing strategy and tactics align with the company's objectives and whether they are achieving those objectives in practice.
4. Types of Strategic Planning: The book identifies and explains seven types of strategic marketing planning, helping organizations determine which type they should be using and which one they are currently employing.

Plot Summary

The book is structured around an 8-step audit process designed to provide a detailed top-management review of the company's marketing strategy. This includes:

• Step 1: Mission Statement - Understanding the company's mission and its relevance to marketing strategy.
• Step 2: Marketing Appreciation - Gaining a deep understanding of the marketing environment and its impact on the strategy.
• Step 3: Conclusions and Key Assumptions - Identifying key assumptions and conclusions that underpin the marketing strategy.
• Step 4: Strategic Objectives - Setting clear and measurable marketing objectives.
• Step 5: Core Strategy - Developing the core strategy that aligns with the company's mission and objectives.
• Step 6: Key Policies - Establishing key policies that guide the implementation of the marketing strategy.
• Step 7: Administration and Control - Ensuring effective administration and control mechanisms are in place.
• Step 8: Communication and Timing - Planning for effective communication and timing to execute the marketing strategy.

Critical Reception

The book is recommended for any marketing department or function, particularly for early self-assessment processes. It is considered a definitive audit tool by Cambridge Strategy Publications, suggesting that it is a valuable resource for organizations looking to improve their strategic marketing planning.

Availability

The book is available in paperback and softcover formats, with various editions and conditions available on platforms like ThriftBooks and AbeBooks. The ISBN for the book is 978-1-902433-99-8, and it is priced around £55.00.

In summary, "The Strategic Marketing Plan Audit" by Michael Baker provides a comprehensive framework for organizations to evaluate and improve their strategic marketing planning, making it a valuable resource for marketing departments and functions.