Colin Barrow

Robert Brown

Liz Clarke

About this book Introduction 1 Pt. 1 Where are we now? 7 1 Your mission 15 2 Opportunities and threats 23 3 Strengths and weaknesses 38 4 The financial position 57 5 How to diagnose your organisation 97 6 Assessing people, structure and systems 114 Pt. 2 Where are we going? 143 7 Marketing options 147 8 Marketing strategy: focus and priorities 152 9 Choosing between alternatives 162 10 Financing growth 178 11 Acquisitions, mergers, joint ventures and divestments 219 12 Visionary leadership 238 Pt. 3 How will we get there? 253 13 The marketing plan 257 14 The people plan 270 15 Managing change 285 16 The financial plan 302 17 Writing and presenting your business plan 322 18 Exit routes 337 References 352 Index 354 Index of advertisers 356.

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