The anatomy of strategic marketing planning

Strategic planning provides the focus for this two‐part “state of the art” review, to be published in consecutive issues of the Journal. Part one gives an overview of strategic planning and the different environments in which theategic planning process occurs. In part two the author considers the benefits and pitfalls associated with the implementation of a variety of strategic planning frameworks. The product life cycle, growth vector concept and growth share matrix are discussed, amongst others.