Strategy, Marketing Plans and Small Organisations

by Dr Breda McCarthy

This book provides an overview of strategic planning. It explores the importance of planning to small organisations along with major influences on strategy (competitors and the industry environment).


About the author

Dr Breda Mccarthy

Dr. Breda McCarthy is a lecturer in Marketing in James Cook University (JCU), Townsville, Australia. She obtained a BBS and an MBS from the University of Limerick, Ireland. She obtained a PhD from Dublin City University, Ireland in 1997. She has been a marketing executive and researcher at various points in her career.