Author: Donald R. Lehmann
Publisher:
ISBN: 9780071154239
Category : Marketing
Languages : en
Pages : 211
Get Book Here
Book Description
Focusing on marketing planning, this text is suitable for courses in product management, product pricing and brand management as well a marketing management and marketing strategy where brevity, no coverage of the 4Ps, a heavy strategic focus and an emphasis on a marketing plan are desired. Conceptual and analytical in its approach, it centres on industry competitor and customer analysis and includes numerous examples.
Author: Lehmann
Publisher: McGraw Hill
ISBN: 0077145348
Category : Business & Economics
Languages : en
Pages : 312
Get Book Here
Book Description
EBOOK: Analysis For Marketing Planning
Author: John Lidstone
Publisher: Taylor & Francis
ISBN: 1351919768
Category : Business & Economics
Languages : en
Pages : 169
Get Book Here
Book Description
Marketing in the pharmaceutical and healthcare sector requires a particular set of skills; its intricacies mean planning is an essential prerequisite. The marketing planning system described in this book has been designed to enable marketing and product executives to produce a plan which serves as a dynamic management tool which will help them to get from where they are now to where they want to be next year and thereafter. Now in its second edition, this bestselling book has become the standard text for all product managers, marketing managers and directors working in this demanding industry. John Lidstone and Janice MacLennan have updated the book to embrace best current practice. A new orientation to external analysis and a reworking of the application of SWOT analysis, along with fresh material on sales forecasting and strategy implementation, bring the book up to date with current thinking and industry trends. Marketing Planning for the Pharmaceutical Industry is based on real life experience built up over many years. Each chapter takes the reader through the sequential stages of planning so that by the end they will be able to produce a practical plan ready for implementation. It is the only book of this type which tailors marketing to those working in the sector and as such is a unique, invaluable and indispensable resource.
Author: Norton Paley
Publisher: Routledge
ISBN: 1351440330
Category : Business & Economics
Languages : en
Pages : 403
Get Book Here
Book Description
Two-thirds of rapid-growth firms use written business plans, according to Price, Waterhouse, Coopers 1998 Trendsetter Barometer. The survey also states that firms with written plans grow faster, achieve a higher proportion of revenues from new products and services, and enable CEOs to manage more critical business functions. How to Develop a Strategic Marketing Plan is both innovative and pragmatic in its approach. It explains how to combine the strategic vision of long-term business planning with the action-oriented thrust of a short-term marketing plan. Planning forms and guidelines for customizing your own Strategic Market Plan (SMP) are available for download from the CRC Press website. Just go to the download tab located with the book's description.Actual case histories - from companies such as Campbell Soup, Co., Texas Instruments, Inc., and Quaker State Corp. - illustrate how business-building opportunities translate into strategies and tactics. They demonstrate the compelling relationship between internal organizational functions and external market conditions, the long- and short-term strategic marketing issues and the advantages of developing an SMP.Strategic market planning shapes the future of business. In its broadest dimension it sets in motion actions that impact long term prosperity. How to Develop a Strategic Marketing Plan gives you the tools to generate a credible strategic marketing plan so your organization can survive in the 21st century.
Author: William Winston
Publisher: Routledge
ISBN: 1317765133
Category : Business & Economics
Languages : en
Pages : 262
Get Book Here
Book Description
Planning is a critical process when starting a new business or introducing a new product. Market Analysis shows readers how to execute a feasibility study for more effective planning. A step-by-step approach leads the reader through the feasibility analysis process and describes what needs to be done and how to do it. Techniques and tools used in preparing a feasibility study are emphasized and can easily be applied directly from the book to real situations. Three sample feasibility studies are included to demonstrate the application of tools in manufacturing, service, and non-profit settings. Market Analysis contains all the information needed to complete a feasibility study and a complete outline of a business plan. It covers such important topics as strategic management and planning, determining market size for a product or business, analyzing costs and returns on investment for new products and services, sources of capital for new ventures, and analysis of competition. An annotated bibliography of sources of data used for feasibility studies is included for quick reference. Market Analysis is the ideal guide for all strategic planners, market analysts, and marketing researchers. Anyone considering starting a business or launching a new product will find this practical book packed with invaluable information. Translated into Chinese!
Author: Isobel Doole
Publisher:
ISBN: 9781282584211
Category : Export marketing
Languages : en
Pages : 462
Get Book Here
Book Description
Author: Pervez Ghauri
Publisher: McGraw Hill
ISBN: 1526848600
Category : Business & Economics
Languages : en
Pages : 659
Get Book Here
Book Description
In its 5th edition International Marketing guides students to understand the importance of international marketing for companies of every size and how going international can enhance value and growth. It provides a solid understanding of the key principles and practices of international marketing. The text has been thoroughly updated to reflect the most recent developments in the current business environment and encourages students to critically engage with the content within the context of modern life. Key Features: - A new chapter dedicated to Digital and Social Media Marketing - Fully updated pedagogy, including ‘Going International’ vignettes and End of Chapter questions - Brand new examples and case studies from global and innovative companies including Red Bull, Gillette and Audi - Now includes Interactive activities, Testbank questions and Quizzes available on Connect® International Marketing is available with McGraw Hill’s Connect®, the online learning platform that features resources to help faculty and institutions improve student outcomes and course delivery efficiency. “International Marketing continues to be an essential subject in any business or management degree. Ghauri and Cateora’s book, now in its fifth edition, provides a most up-to-date and authentic evolution of the subject.” George S. Yip, Emeritus Professor of Marketing and Strategy, Imperial College Business School. Professor Pervez Ghauri teaches International Business at Birmingham Business School. He is Founding Editor for International Business Review (IBR) and Consulting Editor for Journal of International Business Studies (JIBS). Philip R. Cateora is Professor Emeritus at the University of Colorado. His teaching spanned a range of courses in marketing and international business from fundamentals through to doctoral level.
Author: Pervez Ghauri
Publisher: McGraw Hill
ISBN: 0077148169
Category : Business & Economics
Languages : en
Pages : 657
Get Book Here
Book Description
Now in its fourth edition, this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today’s dynamic business environment. Contemporary, engaging and accessible, International Marketing is essential reading for the aspiring practitioner. You will discover: •The importance of international marketing to creating growth and value •The management practices of companies, large and small, seeking market opportunities outside their home country •Why international marketing management strategies should be viewed from a global perspective •The role of emerging economies in today’s business environment •The impact of increased competition, changing market structures, and differing cultures upon business Key Features: • An extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate. •‘Going International’ vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples. •Further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study •Key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online. •A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning. Professor Pervez Ghauri teaches International Marketing and International Business at King’s College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Business, since 2008.
Author: David Jobber
Publisher: McGraw Hill
ISBN: 1526847248
Category : Business & Economics
Languages : en
Pages : 864
Get Book Here
Book Description
EBOOK: Principles and Practice of Marketing, 9e
Author: Dr. F. C. Sharma
Publisher: SBPD Publications
ISBN: 9351671011
Category : Design
Languages : en
Pages : 181
Get Book Here
Book Description
An excellent book for commerce students appearing in competitive, professional and other examinations.1. Introduction to Advertising, 2. Scope and Forms of Advertising, 3. The Social and Economic Aspects of Advertising, 4. Ethics and Truths in Indian Advertising, 5. Introduction to Integrated Marketing Communications (IMC), 6. Communication—An Introduction, 7. Communication Process in Advertising, 8. Branding and Advertising, 9. Setting Advertising Objectives (Promotional Objectives), 10. Advertising Budget, 11. Advertising Agency, Organisation and Department, 12. Advertising Appeals, 13. Advertising Copy (Meaning, Components and Types), 14. Creativity in Advertising, 15. Planning an Advertising Campaign and Advertising Scheduling, 16. Media Planning and Strategy, 17. Advertising Research, 18. Testing or Evaluation of Advertising Effectiveness, 19. International Advertising.
