The marketing strategy worksheet-A practical planning tool

Francis Buttle*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


The Marketing Strategy Worksheet is a simple aid to strategic planners. It enables a coherent and integrated plan to be produced and communicated to others. It is a three-level flow chart comprising an analytical stage, formulation of some key primary decisions and subsequent settlement of strategic issues within the marketing mix. The analytical stage incorporates both external and internal analysis. The primary decisions concern company objectives, marketing objectives, demand management, target market and positioning. Using the conventional marketing mix format, decisions are made about product, promotion, distribution and price.

Original languageEnglish
Pages (from-to)80-88
Number of pages9
JournalLong Range Planning
Issue number4
Publication statusPublished - Aug 1985
Externally publishedYes


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