Marketing planning: strategy, environment and context
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow [u.a.]
Financial Times / Prentice Hall
2010
|
| Ausgabe: | 1st ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXI, 264 S. graph. Darst. |
| ISBN: | 9780273724711 |
Internformat
MARC
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| 100 | 1 | |a Blythe, Jim |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing planning |b strategy, environment and context |c Jim Blythe ; Phil Megicks |
| 250 | |a 1st ed. | ||
| 264 | 1 | |a Harlow [u.a.] |b Financial Times / Prentice Hall |c 2010 | |
| 300 | |a XXI, 264 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-020407928 | ||
Datensatz im Suchindex
| _version_ | 1804143044393435136 |
|---|---|
| adam_text | Brief
contents
Preface
xiii
Guided
tour
xiv
Acknowledgements
xvii
Introducing the running case study: The Eden Garden Tools Company Ltd
xix
Part
1
INTRODUCTION TO MARKETING PLANNING
1
1
Marketing and marketing planning
3
2
Marketing plans and objectives
25
3
Drivers of marketing planning
43
Part
2
ENVIRONMENTAL ANALYSIS
59
4
The marketing audit
61
5
Analysing the external environment
79
6
Analysing the internal environment
97
7
Identifying marketing strategies
117
Part
3
MARKETING STRATEGY THROUGH SEGMENTATION
135
8
Segmentation strategy
137
9
Segmenting markets
155
10
Targeting
175
11
Positioning
187
Part
4
MARKETING PLANNING IN CONTEXT
199
12
Implementing marketing plans
201
13
Adapting marketing planning to context
221
Marketing plan for The Eden Garden Tools Company Ltd:
2010-2014 239
Glossary
256
Index
259
|
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| bvnumber | BV036485219 |
| classification_rvk | QP 600 |
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| discipline | Wirtschaftswissenschaften |
| edition | 1st ed. |
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| genre_facet | Lehrbuch |
| id | DE-604.BV036485219 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:41:24Z |
| institution | BVB |
| isbn | 9780273724711 |
| language | English |
| lccn | 2010001386 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020407928 |
| oclc_num | 699910968 |
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| owner_facet | DE-11 DE-945 DE-703 |
| physical | XXI, 264 S. graph. Darst. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Financial Times / Prentice Hall |
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| spelling | Blythe, Jim Verfasser aut Marketing planning strategy, environment and context Jim Blythe ; Phil Megicks 1st ed. Harlow [u.a.] Financial Times / Prentice Hall 2010 XXI, 264 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketingkonzept (DE-588)4120696-4 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marketingkonzept (DE-588)4120696-4 s b DE-604 Megicks, Phil Verfasser aut Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020407928&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Blythe, Jim Megicks, Phil Marketing planning strategy, environment and context Marketingkonzept (DE-588)4120696-4 gnd |
| subject_GND | (DE-588)4120696-4 (DE-588)4123623-3 |
| title | Marketing planning strategy, environment and context |
| title_auth | Marketing planning strategy, environment and context |
| title_exact_search | Marketing planning strategy, environment and context |
| title_full | Marketing planning strategy, environment and context Jim Blythe ; Phil Megicks |
| title_fullStr | Marketing planning strategy, environment and context Jim Blythe ; Phil Megicks |
| title_full_unstemmed | Marketing planning strategy, environment and context Jim Blythe ; Phil Megicks |
| title_short | Marketing planning |
| title_sort | marketing planning strategy environment and context |
| title_sub | strategy, environment and context |
| topic | Marketingkonzept (DE-588)4120696-4 gnd |
| topic_facet | Marketingkonzept Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020407928&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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