Strategic Market Planning A Blueprint for Success Patrick McNamee University of Ulster, UK Why is it that there are some firms that are enduringly successful, showing year after year results that are superior to rivals? Why is it that such firms are not confined to certain industries or certain locations or are of a certain size? This book asserts that remarkably successful firms are not so because of luck or exceptional circumstances but rather such firms succeed for two reasons: the drive and strategic vision of their managers and they follow strategic rules which confer success The title of this book reflects its purpose: to persuade managers that enduringly successful firms are those that understand most clearly and then serve most effectively the markets they address. Consequently the book provides managers with a practical step-by-step blueprint which will enable them to develop and implement strategies which will make their firms enduringly successful. The book asserts that successful firms become so, not because of lucky industrial circumstances, but because of the drive and strategic vision of their managers. This is good news for managers as it means that being in a relatively poor industry is not a sentence to a dismal career: informed managerial effort can overcome such problems. Additionally an underlying philosophy of the book is that the most effective strategies for all firms are those which are developed and implemented by the managers themselves and not by outside advisers. Consequently the book provides a blueprint for any manager in any firm to develop and implement a strategic market plan. Strategic Market Planning reflects the experiences which the author has working closely with managers in many industries, ranging from banking to retailing to aircraft manufacturing, in varied European locations. Consequently the book is written in a register of clear language which should appeal to managers and students of business.