In this four part paper, Mike Wilman discusses:
Marketing - its role in corporate planning
What is strategic marketing
Using The Balanced Scorecard in strategic marketing
Harmonising strategic marketing and finance
About the author
Mike is a Senior Lecturer in Marketing at Southampton Business School where he teaches on a range of undergraduate, post-graduate and professional courses. His research interests include the relationship between marketing and other corporate functions, CRM and e-business.
Prior to joining the Business School, Mike spent over ten years in the information technology industry. Half of this was spent as a marketing manager for IT services with Digital Equipment Company, and the other half as a research analyst with the Gartner Group. Other aspects of his career include several years as a marketer and sales trainer with General Motors Europe.
He takes a people-oriented approach to business and is also an experienced writer, contributing to IT services journals and magazines. In 2001 he was fortunate enough to win the award of British Regional Airlines Travel Fiction Writer of the Year.
By Mike Wilman, Southampton Business School