This text has been designed specifically to meet the requirements of the Institute of Marketing's Planning and Control Syllabus. It should also be useful to a variety of other students at Diploma (BTEC) and undergraduate level (eg, BA Business Studies) seeking a detailed treatment of the nature of marketing planning and control. The book's 18 chapters have been structured in such a way that the student is taken through the five major areas of strategic marketing planning and control: where are we now (strategic and marketing analysis)?; where do we want to go (strategic direction and strategy formulation)?; how might we get there (strategic choice)?; which way is best (strategic evaluation)?; and how can we ensure arrival (strategic implementation and control)? The book refers to recent research findings and to good practice.