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Author: Malcolm McDonald
Publisher:
ISBN: 9780750606783
Category : Marketing
Languages : en
Pages : 96
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Book Description
The Marketing Plan: a pictorial guide for managers is a unique approach to the complex world of marketing theory and practice. This book aids understanding and at the same time encourages marketing and other professionals to delve deeper into the planning process. After more than fifty years of marketing theory and practice, marketing planning still remains one of the great, unconquered challenges. This challenge continues to grow as the environments in which companies operate become increasingly hostile, abrasive and dynamic. There is a growing body of evidence to show that the difference between an organization's efficiency and effectiveness is becoming more and more important. Through the use of lively cartoon illustrations McDonald and Morris present the marketing plan in an interesting, amusing and useful way. A unique marketing book, from one of the most widely read and high profile marketing authors Improves awareness of marketing planning in its broadest context Cartoon illustrations
Author: Malcolm McDonald
Publisher:
ISBN: 9780750606783
Category : Marketing
Languages : en
Pages : 96
Get Book Here
Book Description
The Marketing Plan: a pictorial guide for managers is a unique approach to the complex world of marketing theory and practice. This book aids understanding and at the same time encourages marketing and other professionals to delve deeper into the planning process. After more than fifty years of marketing theory and practice, marketing planning still remains one of the great, unconquered challenges. This challenge continues to grow as the environments in which companies operate become increasingly hostile, abrasive and dynamic. There is a growing body of evidence to show that the difference between an organization's efficiency and effectiveness is becoming more and more important. Through the use of lively cartoon illustrations McDonald and Morris present the marketing plan in an interesting, amusing and useful way. A unique marketing book, from one of the most widely read and high profile marketing authors Improves awareness of marketing planning in its broadest context Cartoon illustrations
Author: Eric Viardot
Publisher: Artech House
ISBN: 9781580537018
Category : Business & Economics
Languages : en
Pages : 338
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Book Description
Annotation This revised edition of the bestseller reflects the realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest technology. New material includes case studies on how high-tech giants came out of the tech market meltdown stronger and more competitive.
Author: Richard M.S. Wilson
Publisher: Routledge
ISBN: 1136435247
Category : Business & Economics
Languages : en
Pages : 552
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Book Description
Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes: * Changing corporate perspectives on the role of strategic marketing activity * Changing social structures and the rise of social tribes * The significance of the new consumer and how the new consumer needs to be managed * New thinking on market segmentation * Changing routes to market * Developments in e-marketing * Changing environmental structures and pressures
Author: Ho Yin Wong
Publisher: Business Expert Press
ISBN: 1606491601
Category : Business & Economics
Languages : en
Pages : 211
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Book Description
The book aims to provide a comprehensive, holistic and practical framework for readers who are interested or involved in developing a marketing plan so that they can appreciate various marketing concepts and put them together in an easy to read guide. Demanding and savvy customers along with a turbulent marketing environment, require marketers to be highly sensitive to the environmental monitoring systems capable of identifying the latest marketing trends and opportunities and threats at an early stage. In response to these issues, the proposed manuscript covers the themes of planning, implementing and controlling marketing activities, which will provide guidance to marketers and non-marketer alike, in undertaking a marketing plan. The latest research findings in the marketing area are included. This book is written for marketing students and it is the intention of the authors to make this manuscript as basic, straightforward and to the point as possible. Business practitioners will also find this book useful.
Author: Colin Gilligan
Publisher: Routledge
ISBN: 1136362444
Category : Business & Economics
Languages : en
Pages : 644
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Book Description
Strategic Marketing Planning concentrates on the critical 'planning' aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Wilson and Gilligan offer current thinking in marketing and consider the changes it has undergone over the past few years. Issues discussed include: * Emarketing, strategic thinking and competitive advantage * The significance of vision and how this needs to drive the planning process * Hypercompetition and the erosion of competitive advantage * The growth and status of relationship marketing * Each chapter contains a series of expanded illustrations
Author: Adrian Payne
Publisher: Routledge
ISBN: 1136016023
Category : Business & Economics
Languages : en
Pages : 372
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Book Description
Marketing Planning for Services is the answer to the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organisation being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organisational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organisation development stages; marketing orientation. Marketing Planning for Services is for marketers in the service sector and students of marketing.
Author: Karel Jan Alsem
Publisher: Taylor & Francis
ISBN: 1000984494
Category : Business & Economics
Languages : en
Pages : 478
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Book Description
This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning) and finally details the overall implementation and creation of customer values. This second edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analyzing consumer needs, setting goals, choosing a brand positioning, and marketing communication. Subjects such as big data, AI, online behavioral targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy. With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. Support materials include PowerPoint slides.
Author: Ian Chaston
Publisher: SAGE
ISBN: 0857029592
Category : Business & Economics
Languages : en
Pages : 208
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Book Description
Current approaches to marketing strategy are divided between the classic strategic marketing traditions and newer approaches such as relationship marketing. New Marketing Strategies offers students a clear overview of the different theories and approaches whilst at the same time providing them with a flexible approach to developing marketing strategy. Different concepts such as transactional relationships and entrepreneurial marketing are shown to be useful in different settings. The author explores these fully, whilst showing how they may be effectively combined to create useful, mixed strategic models. This is an essential text for advanced students of strategic marketing. Go to the Teaching Material link below to view a complete set of Powerpoint overheads covering key teaching points for each chapter. Instant Student Support Facility is also included in these pages.
Author: Michael John Baker
Publisher: Taylor & Francis
ISBN: 9780415213981
Category : Marketing
Languages : en
Pages : 752
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Book Description
Author: Susan P. Douglas
Publisher:
ISBN: 9780071132770
Category : Export marketing
Languages : en
Pages : 554
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Book Description
Intended for those taking an advanced course in international marketing, this book deals with issues facing today's global marketing managers. It aims to provide readers with the competitive orientation and strategies necessary for initial market entry, market expansion and global rationalization. The text is supported by numerous real-company examples, as well as six in-depth cases that consider business activities in North America, Europe and Asia.
