George S. Day

Strategic Marketing: Assessing and Formulating Strategy by George S. Day explores the critical processes behind developing effective marketing strategies. This volume features a curated collection of Day’s most cited and respected works on analyzing strategic opportunities, evaluating market potential, and building forward-looking marketing plans.

Focusing on strategic thinking at both corporate and business unit levels, Day offers rigorous frameworks for assessing internal capabilities and external conditions. His research highlights the importance of aligning marketing efforts with long-term business goals and maintaining a dynamic strategic posture in changing environments.

This book serves as an essential guide for professionals, researchers, and students aiming to master the art and science of strategy formulation. It balances academic theory with practical tools for diagnosing situations, selecting strategic paths, and implementing with precision.

Part of the Legend in Marketing series, this book reflects Day’s legacy in shaping modern strategic marketing thought across industries and geographies.