This textbook gives a clear and comprehensive overview of the process of strategic marketing planning. The authors provide a systematic framework that helps to structure the vast and complex marketing knowledge, thus making it more accessible and easier to use for strategic marketing planning....

1. Introduction -- 2. Nature and Relevance of Theories -- 3. Scientific Realism -- 4. Theory Building -- 5. Theory Testing -- 6. Data Collection: Operationalization, Measurement, and Sampling -- 7. Hypotheses and Models -- 8. Test of Causal Relationships -- 9. Generalization -- 10. Research Ethics