Introduction. Marketing and the Concept of Planning and Strategy. Strategic Marketing -- Strategic Analysis. Corporate Appraisal. Understanding Competition. Focusing on the Customer. Scanning the Environment -- Strategic Capabilities and Direction. Measuring Strengths and Weaknesses. Developing Marketing Objectives and Goals -- Strategy Formulation. Strategy Selection. Portfolio Analysis -- Strategy Implementation and Control. Organizational Structure. Strategic Tools -- Marketing Strategies. Market Strategies. Product Strategies. Pricing Strategies. Distribution Strategies. Promotion Strategies. Global Market Strategies.