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Author: John Dawes
Publisher: SAGE
ISBN: 1529766273
Category : Business & Economics
Languages : en
Pages : 297
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Book Description
This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank.
Author: John Dawes
Publisher: SAGE
ISBN: 1529766273
Category : Business & Economics
Languages : en
Pages : 297
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Book Description
This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank.
Author: Jim Blythe
Publisher: Financial Times/Prentice Hall
ISBN: 9780273724711
Category : Business & Economics
Languages : en
Pages : 264
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Book Description
Jim Blythe and Phil Megicks Marketing Planning Strategy, Environment and Context For marketers, planning revolves around what we think our consumers want us to do: we then need to work out how we can profit from meeting their needs. This book is intended to guide the reader through the maze of factors that affect marketing planning, and provides some tools and techniques for implementing marketing planning in practice. Blythe and Megicks provide an overview of the essential elements of marketing planning with a particular emphasis on the components of the marketing planning process, whilst highlighting the three core themes of strategy, environment and context. The book features an innovative running case study which follows a company through the entire process of marketing planning, stage by stage and chapter by chapter, finishing with a completed marketing plan. Key features Case studies of internationally-recognised companies including JJB Sports, Toyota, Thomson Holidays, BMI, Bulmer's Cider and Honda show how knowledge of marketing planning can lead to more effective marketing and organisational success across a range of different contexts, sectors and industries. Examples in each chapter cover key overarching themes such as innovation, ethics and globalisation to highlight topical issues in marketing today. ‘Talking Point’ boxes are thought-provoking and controversial in order to stimulate discussion and critical thinking. A sample marketing plan provided in the appendix gives students the opportunity to compare their results. - Online resources available atwww.pearsoned.co.uk/blythe include an Instructor’s Manual and PowerPoint slides for instructors, along with sample exam questions and weblinks for students. The book is written for the syllabus for the Chartered Institute of Marketing unit on the Marketing Planning Process, and covers everything you will need to study for a marketing planning course at both undergraduate and MBA level. About the authors Jim Blythe is Visiting Reader at Plymouth Business School. An experienced textbook author, he is Senior Examiner for the Marketing Essentials unit run by the CIM. Phil Megicks is Professor of Marketing and Strategy and Head of the School of Business and Management at the University of Plymouth. He is Senior Examiner with the CIM and designed the Level 6 'Marketing Planning Process' unit launched in 2009.
Author: Ralf Strauss
Publisher: John Wiley & Sons
ISBN: 0470745614
Category : Business & Economics
Languages : en
Pages : 368
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Book Description
Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under constant review by customers, markets and the public. Marketing faces more dilemmas and conflicts of interest than any other part of a company. The reason for this lies in the lack of a plan for marketing planning. This book not only identifies numerous examples of this problem as experienced by businesses, it also offers ways of solving the problem. Ralf Strauss highlights a 7 phase process for marketing planning, where the potential marketing can reach is demonstrated. Useful check lists included in this book allow the readers to readily create their own ‘plans for a marketing planning’. With insights drawn from more than 150 case studies included in the book, Marketing Planning by Design covers areas such as: How to overcome existing hurdles of marketing planning and marketing strategy. How to set up a project for managing the marketing planning cycle. How to develop a really target group and content driven marketing planning, which is stepwise cascaded from a program, campaign down to a tactical level. How to make marketing accountable in terms of performance measurement. How to implement an enhanced marketing planning in the organisation. How to systematically integrate Web 2.0 into marketing planning, or how to link marketing with modern IT. This highly practical book is destined to be a must-have reference work on any marketer’s desk.
Author: Heikki Juslin
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 616
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Book Description
Author: Edwin J. Nijssen
Publisher: Springer Science & Business Media
ISBN: 1475732775
Category : Business & Economics
Languages : en
Pages : 148
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Book Description
Creating and delivering superior customer value is essential for organizations operating in today's competitive environment. This applies to virtually any kind of organization. It requires a profound understanding of the value creation opportunities in the marketplace, choosing what unique value to create for which customers, and to deliver that value in an effective and efficient way. Strategic marketing management helps to execute this process successfully and to achieving sustainable competitive advantage in the market place. Creating Customer Value Through Strategic Marketing Planning discusses an approach that is both hands-on and embedded in marketing and strategy theory. This book is different from most other marketing strategy books because it combines brief discussions of the underlying theory with the presentation of a selection of useful strategic marketing tools. The structure of the book guides the reader through the process of writing a strategic marketing plan. Suggestions for using the tools help to apply them successfully. This book helps students of marketing strategy to understand strategic marketing planning at work and how to use specific tools. Furthermore, it provides managers with a practical framework and guidelines for making the necessary choices to create and sustain competitive advantage for their organizations.
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: Subhash C. Jain
Publisher: Thomson South-Western
ISBN: 9780538191203
Category : Marketing
Languages : en
Pages : 652
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Book Description
Author: Subhash C. Jain
Publisher: Thomson South-Western
ISBN: 9780538802512
Category : Business & Economics
Languages : en
Pages : 954
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Book Description
Author: Graeme Drummond
Publisher: Routledge
ISBN: 1136362371
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning. The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time pressures on students. The material is highly exam focused and has been class tested and refined. Completely revised and updated, the second edition of Strategic Marketing: planning and control includes chapters on 'competitive intelligence', 'strategy formulation' and 'strategic implementation'. The final chapter, featuring mini case studies, has been thoroughly revised with new and up to date case material.
Author: Richard M.S. Wilson
Publisher: Routledge
ISBN: 1136435255
Category : Business & Economics
Languages : en
Pages : 544
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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
