Strategic marketing planning: a critical part of market success: A review of the marketing function of a Cypriot liquid food‐packaging company

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

It is no secret that if a company is looking to grow its market share and improve its overall position, the marketing function plays a key role. In this article, a liquid food packing company in Cyprus is analyzed and, through a strategic review, the authors identify ways in which its marketing function can develop the capabilities to have a fully integrated relationship with its customers and improve considerably on its current 23 percent market share.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2007), "Strategic marketing planning: a critical part of market success: A review of the marketing function of a Cypriot liquid food‐packaging company", Strategic Direction, Vol. 23 No. 4, pp. 13-15. https://doi.org/10.1108/02580540710736435