Emphasis is on the application of strategic planning in marketing to achieve competitive advantage.
The role of strategic planning in developing effective marketing programs that enhance the overall performance of the firm is examined in depth. Interdisciplinary study of the concepts and research findings related to the purchasing and consumption of products. A penetrating examination of the application of theory of the buyer from the behavioral sciences of psychology, sociology, and anthropology as well as economics. Designed around the shifting characteristics of technology and population movement. Provides the theoretical basis for analyzing freight and passenger demand, facilities, and operations.