How come your marketing plans aren't working?: the essential guide to marketing planning
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
Kogan Page
2002
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| Series: | If you're so brilliant ...
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Physical Description: | X, 198 S. graph. Darst. |
| ISBN: | 074943726X |
Staff View
MARC
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Record in the Search Index
| _version_ | 1804137279091900417 |
|---|---|
| adam_text | Series Editor s foreword v
Important note from the author vii
Preface ix
Introduction 1
1 Understanding marketing planning 7
The need for a systematic approach 9
The difference between strategy and tactics 13
Question and answers 19
2 How marketing planning fits with corporate planning 25
Questions and answers 30
3 The strategic marketing planning process and the marketing plan 37
Marketing audit 38
SWOT analyses 42
Assumptions 44
Strategy formulation 44
Strategic marketing plan ingredients and recipe 46
Questions and answers 49
4 Defining markets and segments prior to planning 55
Questions and answers 60
5 Understanding products and services prior to planning 67
Questions and answers 75
6 Setting marketing objectives and strategies 81
Marketing objectives 81
Marketing strategies 87
Questions and answers 90
7 Advertising and sales promotion strategies 97
Advertising strategies 98
Sales promotion strategies 103
Questions and answers 107
8 Sales strategies 113
Questions and answers 119
9 Price strategies 125
Questions and answers 130
10 Place (distribution and customer service) strategies 137
Questions and answers 143
11 Information and organization 149
Information 150
Forecasting 154
Organization 155
Questions and answers 165
12 Making marketing planning work 171
Questions and answers 183
13 Next steps... 191
Index 194
|
| adam_txt |
Series Editor's foreword v
Important note from the author vii
Preface ix
Introduction 1
1 Understanding marketing planning 7
The need for a systematic approach 9
The difference between strategy and tactics 13
Question and answers 19
2 How marketing planning fits with corporate planning 25
Questions and answers 30
3 The strategic marketing planning process and the marketing plan 37
Marketing audit 38
SWOT analyses 42
Assumptions 44
Strategy formulation 44
Strategic marketing plan 'ingredients' and 'recipe' 46
Questions and answers 49
4 Defining markets and segments prior to planning 55
Questions and answers 60
5 Understanding products and services prior to planning 67
Questions and answers 75
6 Setting marketing objectives and strategies 81
Marketing objectives 81
Marketing strategies 87
Questions and answers 90
7 Advertising and sales promotion strategies 97
Advertising strategies 98
Sales promotion strategies 103
Questions and answers 107
8 Sales strategies 113
Questions and answers 119
9 Price strategies 125
Questions and answers 130
10 Place (distribution and customer service) strategies 137
Questions and answers 143
11 Information and organization 149
Information 150
Forecasting 154
Organization 155
Questions and answers 165
12 Making marketing planning work 171
Questions and answers 183
13 Next steps. 191
Index 194 |
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| discipline | Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| index_date | 2024-07-02T19:23:17Z |
| indexdate | 2024-07-09T21:09:46Z |
| institution | BVB |
| isbn | 074943726X |
| language | English |
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| physical | X, 198 S. graph. Darst. |
| publishDate | 2002 |
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| publisher | Kogan Page |
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| series2 | If you're so brilliant ... |
| spelling | McDonald, Malcolm 1938- Verfasser (DE-588)118107585 aut How come your marketing plans aren't working? the essential guide to marketing planning Malcolm McDonald London [u.a.] Kogan Page 2002 X, 198 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier If you're so brilliant ... Marketing Management Marketing Planning Strategische Planung (DE-588)4309237-8 gnd rswk-swf Marketingkonzept (DE-588)4120696-4 gnd rswk-swf Marketingkonzept (DE-588)4120696-4 s Strategische Planung (DE-588)4309237-8 s DE-604 http://digitool.hbz-nrw.de:1801/webclient/DeliveryManager?application=DIGITOOL-3&owner=resourcediscovery&custom_att_2=simple_viewer&user=GUEST&pid=1168407 How come your marketing plans aren't working? Inhaltsverzeichnis HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016251061&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | McDonald, Malcolm 1938- How come your marketing plans aren't working? the essential guide to marketing planning Marketing Management Marketing Planning Strategische Planung (DE-588)4309237-8 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| subject_GND | (DE-588)4309237-8 (DE-588)4120696-4 |
| title | How come your marketing plans aren't working? the essential guide to marketing planning |
| title_auth | How come your marketing plans aren't working? the essential guide to marketing planning |
| title_exact_search | How come your marketing plans aren't working? the essential guide to marketing planning |
| title_exact_search_txtP | How come your marketing plans aren't working? the essential guide to marketing planning |
| title_full | How come your marketing plans aren't working? the essential guide to marketing planning Malcolm McDonald |
| title_fullStr | How come your marketing plans aren't working? the essential guide to marketing planning Malcolm McDonald |
| title_full_unstemmed | How come your marketing plans aren't working? the essential guide to marketing planning Malcolm McDonald |
| title_short | How come your marketing plans aren't working? |
| title_sort | how come your marketing plans aren t working the essential guide to marketing planning |
| title_sub | the essential guide to marketing planning |
| topic | Marketing Management Marketing Planning Strategische Planung (DE-588)4309237-8 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| topic_facet | Marketing Management Marketing Planning Strategische Planung Marketingkonzept |
| url | http://digitool.hbz-nrw.de:1801/webclient/DeliveryManager?application=DIGITOOL-3&owner=resourcediscovery&custom_att_2=simple_viewer&user=GUEST&pid=1168407 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016251061&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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