Covering all the essential topics found in most planning texts, guidelines and templates, this text also provides insights students and executives need to develop sound and convincing market strategies and business plans that enable businesses to succeed. Rather than reducing the planning process to mechanistic, step-by-step ‘how to’ instructions, it provides practical guidelines for applying strategic management and marketing concepts to business planning by concisely laying out critical issues and offering insights into their resolution, telling readers not only what they should look at and do, but also what they should look for and why.
