Strategic marketing planning: a step-by-step approach
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| Previous Title: | Alsem, Karel Jan Applied strategic marketing |
|---|---|
| Main Author: | |
| Format: | Book |
| Language: | English |
| Published: |
London ; New York
Routledge
2024
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| Edition: | Second edition |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Literaturverzeichnis Seite [441]-448 |
| Physical Description: | xvii, 457 Seiten Illustrationen, Diagramme |
| ISBN: | 9781032463933 9781032463834 |
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Contents Preface to the second edition Acknowledgments xv xix Part 1: Introduction and marketing planning 1 The essence of marketing Introduction 1.1 The changing landscape of marketing 1.1.1 Types of trends 1.1.2 Online behavior and digital marketing 1.1.3 Marketing spiral 1.1.4 The unconscious consumer and the roleof emotion 1.1.5 Sustainability 1.2 What is marketing? 1.2.1 The concept of marketing 1.2.2 Marketing 1.0: customer needs and competition 1.2.3 Marketing 2.0: emotions, relationships, experiences, and brands 1.2.4 Marketing 3.0: society and other interest groups 1.2.5 Conclusion and marketing as an activity 1.3 Marketing in organizations 1.3.1 Marketing and other functions in the organization 1.3.2 Forms of marketing Summary Will the engine of the rock continue to rock? 3 3 3 4 4 6 8 10 14 14 15 16 21 21 23 23 25 26 28
Vt CONTENTS 2 The strategic marketing planning process 31 Introduction 2.1 levels and types of decisions in a company 2.1.1 The company level 2.1.2 The division and SBU level 2.1.3 The product level and marketing mix level 2.1.4 The position of the brand 2.1.5 Strategic, tactical, and operational decisions 2.2 Core of the marketing strategy 2.2.1 Corporate strategy, growth direction and value strategy 35 2.2.2 Marketing strategy: target group and positioning 2.3 Content of the strategic marketing planning process 2.3.1 Importance of an environmental analysis 2.3.2 Overview of the process 2.3.3 Description of the phases 2.3.4 Properties of the planning process 2.4 Structure of a marketing plan Summary Experience Disneyland Paris 31 31 32 32 33 34 34 34 36 37 37 42 44 48 48 53 54 Part 2: Situation analysis 3 Mission, customer values, and market definition 61 Introduction 3.1 Developing a customer-orientedvision 3.1.1 Functions of a mission 3.1.2 Two types of missions andsustainability 3.1.3 Vision of a company 3.2 Customer values 3.2.1 What is customer value? 3.2.2 The Brand Benefiting Model 3.2.3 The value strategies of Treacy and Wiersema 3.2.4 Format of Porter 3.2.5 Conclusions about the classifications 3.3 Market definition 3.3.1 Market definition at the SBU level 3.3.2 Market definition at product-brand level 3.3.3 Market definition and new activities 3.3.4 Importance and danger of the market definition Summary Coffee is an experience 62 62 62 64 65 66 66 68 69 73 73 74 74 76 77 80 81 82
CONTENTS 4 Infernal analysis Introduction 4.1 Objectives and the PDCA cycle 4.1.1 Requirements for objectives 4.1.2 The PDCA cycle 4.2 Step 1 : application of the balanced scorecard 4.2.1 Financial goals 4.2.2 Customer-oriented goals 4.2.3 Internal and social goals 4.2.4 Innovation goals 4.2.5 Sustainability goals 4.2.6 Economy versus sustainability 4.3 Step 2: evaluation of the results 4.4 Step 3: internal analysis at company level 4.4.1 Brand benefits as an analysis model 4.4.2 Management's assessment of functional areas 4.4.3 Marketing audit 4.5 Step 4: infernal analysis at brand level Summary How Wal-Mart found its footing inthe Amazon era 89 90 90 91 92 93 94 94 95 97 97 97 98 101 102 102 105 106 107 108 5 Customer analysis Introduction 5.1 Goals of the customer analysis 5.2 Segmentation research 5.2.1 Requirements for segments 5.2.2 Steps and methods 5.2.3 Guidelines for segmentation 5.3 Models of consumer behavior 5.3.1 The standard consumer behaviormodel 5.3.2 The multi-attribute attitude model 5.3.3 Means-end chain 5.3.4 The SERVQUAL model 5.4 Measuring the importance of product properties 5.4.1 Direct method: Likert scale 5.4.2 Conjointanalysis 5.5 Measuring perceptions and associations 5.5.1 Qualitative methods 5.5.2 Likert scales and spider diagrams 5.5.3 Perceptual mapping 5.6 Measuring brand strength 5.6.1 Brand strength and brand value 5.6.2 Brand Equity Pyramid 5.6.3 Net Promoter Score 113 114 114 116 1 16 116 121 122 1 22 1 23 124 125 128 128 128 130 131 131 132 136 136 137 138 vii
viii CONTENTS Brand strength scale Indirectly measuring the importance of product properties 141 Individual customer data 5.7.1 Possibilities of online data 5.7.2 Selecting customers Primary research: tips and pitfalls 5.8.1 Quantitative or qualitative research 5.8.2 Qualitative research: tips 5.8.3 Customer journey mapping and neuromarketing 5.8.4 Quantitative research: tips Summary Kia in the UK: from 'budget' to premium 5.6.4 5.6.5 5.7 5.8 6 7 Industry analysis Introduction 6.1 Competitive analysis: industry and competitors 6.2 Purpose and structure of the industry analysis 6.2.1 Purpose of the industry analysis 6.2.2 Structure of the industry analysis 6.3 Macro-environment analysis 6.3.1 Demographic factors 6.3.2 Economic factors 6.3.3 Socio-cultural factors 6.3.4 Technological factors 6.3.5 Ecologicalfactors 6.3.6 Political-legal factors (government) 6.3.7 Points of interest for macro-environmental factors 6.4 Aggregated market factors 6.4.1 Market size 6.4.2 Market and submarket growth and the product life cycle 6.4.3 Cyclical and seasonal sensitivity 6.5 Factors related to industry structure 6.5.1 Profitability 6.5.2 Industry structure according to Porter 6.6 Determination of the market attractiveness Summary Aviation in trouble Competitor analysis Introduction 139 142 142 143 145 145 147 149 150 151 153 157 158 158 159 1 60 160 161 162 162 165 165 167 167 167 170 170 171 172 172 173 174 177 179 181 1 86 187
CONTENTS 7.1 7.2 7.3 7.4 7.5 7.6 7.7 8 Goal and structure of the competitor analysis 7.1.1 Goal 7.1.2 Structure of the competitor analysis Identification and selection of competitors 7.2.1 Competition levels 7.2.2 Methods to identify competitors 7.2.3 Selection of the identification method 7.2.4 Choosing the competitors Objectives of competitors Current strategies of competitors Identification of success factors and competitive strengths and weaknesses 7.5.1 Identification of key success factors 7.5.2 Determining competitors' strengths and weaknesses 7.5.3 Determining the relative strengths and weaknesses Expected strategies of competitors Data sources Summary McDonald's versus Burger King: concept or taste 187 187 188 1 89 190 192 195 195 196 197 198 198 199 199 Distribution and supplier analysis Introduction 8.1 Goal and structure of a distribution analysis 8.2 Distribution analysis at the macro level 8.2.1 Dimensions of the distributionanalysis 8.2.2 Online channels 8.3 Distribution analysis at the meso level 8.3.1 Distribution structure at the meso level 8.3.2 Analysis of the distribution intensity of a brand 8.4 Distribution analysis at the micro level: retail analysis 8.4.1 The importance and the role of the retailer 8.4.2 The position of the manufacturer's brand at the retailer 8.4.3 The goals, strategy, and wishes of the retailer 8.4.4 The strengths and weaknesses and the expected strategy of the retailer 222 8.5 Analysis of the suppliers Summary Challenges in food distribution: the Barika story 201 203 204 205 211 212 212 213 213 214 214 214 215 217 219 220 220 222
224 226 ix
X CONTENTS 9 SWOT analysis Introduction 9.1 Definitions and forecasting methods 9.1.1 Definitions 9.1.2 Forecasting methods 9.2 Step 1 : summary of the situation analysis 9.3 Step 2: vision of the environment and corechallenge 9.4 Step 3: marketing strategic options 9.4.1 Features of the SWOT approach in this book 9.4.2 SWOT matrix 9.5 Step 4: selection of a marketing strategy 9.5.1 Criteria when assessing options 9.5.2 Forecasts and considerations in the selection process 248 9.5.3 Estimating the net present value of a strategy Summary Pepsi Cola in the UnitedStates: strategic choices 232 233 233 233 234 235 235 239 239 245 245 246 249 250 252 Part 3: Corporate decisions and marketing decisions 10 Corporate objectives andstrategies Introduction 10.1 Company vision and objectives 10.1.1 Corporate vision 10.1.2 Corporate objectives 10.2 Portfolio analysis 10.2.1 Purpose and content of the portfolio analysis 10.2.2 BCG matrix 10.2.3 MABA analysis 10.2.4 Trajectory analysis 10.2.5 Brand variants of the portfolio analysis 10.2.6 Advantages and disadvantages of portfolio methods 10.3 Corporate strategy: choice of markets 10.3.1 Components of the corporate strategy 10.3.2 Choice of markets 10.4 Corporate strategy: choice of partners 10.4.1 Internal or external growth 10.4.2 External development: competition-decreasing strategies 10.4.3 The SWOT analysis and the competition-decreasing strategy 10.4.4 Competition-decreasing strategies in practice 261 262 262 262 263 264 264 266 268 270 271 272 272 272 273 278 278 279 279 280
CONTENTS Summary Chocolate of Barry Callebaut 11 Marketing objectives and marketing strategies Introduction 11.1 Marketing objectives 11.2 Target group selection 1 1.2.1 Evaluation of market segments 1 1.2.2 Selection of the target group 1 1.2.3 Inclusive marketing 1 1.2.4 Loyalty programs 1 1.2.5 Behavioral targeting 11.3 Brand positioning 1 1.3.1 Definition and goal of positioning 11.3.2 Needs and values 11.3.3 Tools to choose a positioning 11.3.4 Positioning and sustainability 11.3.5 Tools to formulate a positioning 11.3.6 Brand laws 11.4 Brand architecture 11.4.1 Brand levels 11.4.2 Choosing a brand structure 11.5 Brand names 11.5.1 Developing a brand name 11.5.2 Types of brand names 1 1.5.3 Criteria for choosing a name 11.5.4 Brand name process 11.6 Design and logo 11.7 Managing brands 11.7.1 Repositioning 11.7.2 Rebranding 11.7.3 Crisis management and communication 1 1.7.4 Managing brands across products and varieties (extensions) 11.7.5 Managing brands across countries Summary Vorsprung durch Technik 282 283 292 293 294 294 295 296 298 298 302 302 303 306 309 314 317 319 322 322 323 323 323 324 325 327 329 332 332 332 334 337 339 341 342 Part 4: Implementation 12 Choice of product/service, price, and channels Introduction 12.1 Guidelines for the marketing mix 12.1.1 Strategic thinking 349 350 351 351 xi
xii CONTENTS 12.1.2 Innovation 12.1.3 Positive approach 12.2 Products and services 1 2.2.1 Overview of product decisions 12.2.2 New product development 12.3 Pricing 12.3.1 Pricing decisions 1 2.3.2 Investigating price sensitivity 12.4 Distribution 12.4.1 Overview of decisions 12.4.2 Level of availability 1 2.4.3 Where do we want to be available? 12.4.4 Management of thedistribution channels Summary Case Nespresso: exclusive coffee 13 Marketing communications Introduction 13.1 Steps in communication planning 13.2 Determination of the target audience 13.3 Selecting a proposition 13.4 Communication objectives and communication budget 13.4.1 Measuring results and effects 1 3.4.2 Choice of communication objectives 13.4.3 Budget determination 13.5 Briefing and requirements for communication 13.6 Creation and execution 13.7 Pretesting 13.7.1 Concept test 13.7.2 Qualitative pretest 13.7.3 Quantitative pretest 13.7.4 Limitations and use of pretesting 13.8 Communication tools and media 13.9 Online communication 13.9.1 Forms of online communication 13.9.2 Summary of digital marketing 13.9.3 Communication for small businesses 13.10 Monitoring and effect research 13.10.1 Monitoring 13.10.2 Effect research 1 3.10.3 Measurement of results and effects of communication 351 352 354 354 356 358 358 360 361 361 361 362 364 365 367 371 372 372 373 375 376 376 377 381 381 383 385 385 387 387 387 389 395 395 401 402 403 403 403 404
CONTENTS 13.11 Customer experience management Summary Vans: genuine commitment with its fans 14 Organization and execution of marketing 407 409 410 415 Introduction 14.1 Marketing and personnel 14.1.1 Relation between marketing and personnel 14.1.2 Internal branding 14.1.3 Leadership 14.1.4 Labor market communication 14.2 Organization of marketing and communication 14.2.1 Part time marketer 14.2.2 Organization of marketing 14.2.3 Organization of communication 14.3 Performance projection and selling the plan 14.3.1 Performance projection 14.3.2 Selling the plan: internal marketing 14.3.3 Template for marketing plan summary 14.4 Implementation of the plans 14.4.1 Guidelines for implementation 14.4.2 Concluding tips for strategic marketing Summary Unilever: business with a purpose 416 416 416 417 418 420 421 421 422 424 427 427 428 431 432 432 434 434 435 Literature 441 Index 449 xiii |
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Contents Preface to the second edition Acknowledgments xv xix Part 1: Introduction and marketing planning 1 The essence of marketing Introduction 1.1 The changing landscape of marketing 1.1.1 Types of trends 1.1.2 Online behavior and digital marketing 1.1.3 Marketing spiral 1.1.4 The unconscious consumer and the roleof emotion 1.1.5 Sustainability 1.2 What is marketing? 1.2.1 The concept of marketing 1.2.2 Marketing 1.0: customer needs and competition 1.2.3 Marketing 2.0: emotions, relationships, experiences, and brands 1.2.4 Marketing 3.0: society and other interest groups 1.2.5 Conclusion and marketing as an activity 1.3 Marketing in organizations 1.3.1 Marketing and other functions in the organization 1.3.2 Forms of marketing Summary Will the engine of the rock continue to rock? 3 3 3 4 4 6 8 10 14 14 15 16 21 21 23 23 25 26 28
Vt CONTENTS 2 The strategic marketing planning process 31 Introduction 2.1 levels and types of decisions in a company 2.1.1 The company level 2.1.2 The division and SBU level 2.1.3 The product level and marketing mix level 2.1.4 The position of the brand 2.1.5 Strategic, tactical, and operational decisions 2.2 Core of the marketing strategy 2.2.1 Corporate strategy, growth direction and value strategy 35 2.2.2 Marketing strategy: target group and positioning 2.3 Content of the strategic marketing planning process 2.3.1 Importance of an environmental analysis 2.3.2 Overview of the process 2.3.3 Description of the phases 2.3.4 Properties of the planning process 2.4 Structure of a marketing plan Summary Experience Disneyland Paris 31 31 32 32 33 34 34 34 36 37 37 42 44 48 48 53 54 Part 2: Situation analysis 3 Mission, customer values, and market definition 61 Introduction 3.1 Developing a customer-orientedvision 3.1.1 Functions of a mission 3.1.2 Two types of missions andsustainability 3.1.3 Vision of a company 3.2 Customer values 3.2.1 What is customer value? 3.2.2 The Brand Benefiting Model 3.2.3 The value strategies of Treacy and Wiersema 3.2.4 Format of Porter 3.2.5 Conclusions about the classifications 3.3 Market definition 3.3.1 Market definition at the SBU level 3.3.2 Market definition at product-brand level 3.3.3 Market definition and new activities 3.3.4 Importance and danger of the market definition Summary Coffee is an experience 62 62 62 64 65 66 66 68 69 73 73 74 74 76 77 80 81 82
CONTENTS 4 Infernal analysis Introduction 4.1 Objectives and the PDCA cycle 4.1.1 Requirements for objectives 4.1.2 The PDCA cycle 4.2 Step 1 : application of the balanced scorecard 4.2.1 Financial goals 4.2.2 Customer-oriented goals 4.2.3 Internal and social goals 4.2.4 Innovation goals 4.2.5 Sustainability goals 4.2.6 Economy versus sustainability 4.3 Step 2: evaluation of the results 4.4 Step 3: internal analysis at company level 4.4.1 Brand benefits as an analysis model 4.4.2 Management's assessment of functional areas 4.4.3 Marketing audit 4.5 Step 4: infernal analysis at brand level Summary How Wal-Mart found its footing inthe Amazon era 89 90 90 91 92 93 94 94 95 97 97 97 98 101 102 102 105 106 107 108 5 Customer analysis Introduction 5.1 Goals of the customer analysis 5.2 Segmentation research 5.2.1 Requirements for segments 5.2.2 Steps and methods 5.2.3 Guidelines for segmentation 5.3 Models of consumer behavior 5.3.1 The standard consumer behaviormodel 5.3.2 The multi-attribute attitude model 5.3.3 Means-end chain 5.3.4 The SERVQUAL model 5.4 Measuring the importance of product properties 5.4.1 Direct method: Likert scale 5.4.2 Conjointanalysis 5.5 Measuring perceptions and associations 5.5.1 Qualitative methods 5.5.2 Likert scales and spider diagrams 5.5.3 Perceptual mapping 5.6 Measuring brand strength 5.6.1 Brand strength and brand value 5.6.2 Brand Equity Pyramid 5.6.3 Net Promoter Score 113 114 114 116 1 16 116 121 122 1 22 1 23 124 125 128 128 128 130 131 131 132 136 136 137 138 vii
viii CONTENTS Brand strength scale Indirectly measuring the importance of product properties 141 Individual customer data 5.7.1 Possibilities of online data 5.7.2 Selecting customers Primary research: tips and pitfalls 5.8.1 Quantitative or qualitative research 5.8.2 Qualitative research: tips 5.8.3 Customer journey mapping and neuromarketing 5.8.4 Quantitative research: tips Summary Kia in the UK: from 'budget' to premium 5.6.4 5.6.5 5.7 5.8 6 7 Industry analysis Introduction 6.1 Competitive analysis: industry and competitors 6.2 Purpose and structure of the industry analysis 6.2.1 Purpose of the industry analysis 6.2.2 Structure of the industry analysis 6.3 Macro-environment analysis 6.3.1 Demographic factors 6.3.2 Economic factors 6.3.3 Socio-cultural factors 6.3.4 Technological factors 6.3.5 Ecologicalfactors 6.3.6 Political-legal factors (government) 6.3.7 Points of interest for macro-environmental factors 6.4 Aggregated market factors 6.4.1 Market size 6.4.2 Market and submarket growth and the product life cycle 6.4.3 Cyclical and seasonal sensitivity 6.5 Factors related to industry structure 6.5.1 Profitability 6.5.2 Industry structure according to Porter 6.6 Determination of the market attractiveness Summary Aviation in trouble Competitor analysis Introduction 139 142 142 143 145 145 147 149 150 151 153 157 158 158 159 1 60 160 161 162 162 165 165 167 167 167 170 170 171 172 172 173 174 177 179 181 1 86 187
CONTENTS 7.1 7.2 7.3 7.4 7.5 7.6 7.7 8 Goal and structure of the competitor analysis 7.1.1 Goal 7.1.2 Structure of the competitor analysis Identification and selection of competitors 7.2.1 Competition levels 7.2.2 Methods to identify competitors 7.2.3 Selection of the identification method 7.2.4 Choosing the competitors Objectives of competitors Current strategies of competitors Identification of success factors and competitive strengths and weaknesses 7.5.1 Identification of key success factors 7.5.2 Determining competitors' strengths and weaknesses 7.5.3 Determining the relative strengths and weaknesses Expected strategies of competitors Data sources Summary McDonald's versus Burger King: concept or taste 187 187 188 1 89 190 192 195 195 196 197 198 198 199 199 Distribution and supplier analysis Introduction 8.1 Goal and structure of a distribution analysis 8.2 Distribution analysis at the macro level 8.2.1 Dimensions of the distributionanalysis 8.2.2 Online channels 8.3 Distribution analysis at the meso level 8.3.1 Distribution structure at the meso level 8.3.2 Analysis of the distribution intensity of a brand 8.4 Distribution analysis at the micro level: retail analysis 8.4.1 The importance and the role of the retailer 8.4.2 The position of the manufacturer's brand at the retailer 8.4.3 The goals, strategy, and wishes of the retailer 8.4.4 The strengths and weaknesses and the expected strategy of the retailer 222 8.5 Analysis of the suppliers Summary Challenges in food distribution: the Barika story 201 203 204 205 211 212 212 213 213 214 214 214 215 217 219 220 220 222
224 226 ix
X CONTENTS 9 SWOT analysis Introduction 9.1 Definitions and forecasting methods 9.1.1 Definitions 9.1.2 Forecasting methods 9.2 Step 1 : summary of the situation analysis 9.3 Step 2: vision of the environment and corechallenge 9.4 Step 3: marketing strategic options 9.4.1 Features of the SWOT approach in this book 9.4.2 SWOT matrix 9.5 Step 4: selection of a marketing strategy 9.5.1 Criteria when assessing options 9.5.2 Forecasts and considerations in the selection process 248 9.5.3 Estimating the net present value of a strategy Summary Pepsi Cola in the UnitedStates: strategic choices 232 233 233 233 234 235 235 239 239 245 245 246 249 250 252 Part 3: Corporate decisions and marketing decisions 10 Corporate objectives andstrategies Introduction 10.1 Company vision and objectives 10.1.1 Corporate vision 10.1.2 Corporate objectives 10.2 Portfolio analysis 10.2.1 Purpose and content of the portfolio analysis 10.2.2 BCG matrix 10.2.3 MABA analysis 10.2.4 Trajectory analysis 10.2.5 Brand variants of the portfolio analysis 10.2.6 Advantages and disadvantages of portfolio methods 10.3 Corporate strategy: choice of markets 10.3.1 Components of the corporate strategy 10.3.2 Choice of markets 10.4 Corporate strategy: choice of partners 10.4.1 Internal or external growth 10.4.2 External development: competition-decreasing strategies 10.4.3 The SWOT analysis and the competition-decreasing strategy 10.4.4 Competition-decreasing strategies in practice 261 262 262 262 263 264 264 266 268 270 271 272 272 272 273 278 278 279 279 280
CONTENTS Summary Chocolate of Barry Callebaut 11 Marketing objectives and marketing strategies Introduction 11.1 Marketing objectives 11.2 Target group selection 1 1.2.1 Evaluation of market segments 1 1.2.2 Selection of the target group 1 1.2.3 Inclusive marketing 1 1.2.4 Loyalty programs 1 1.2.5 Behavioral targeting 11.3 Brand positioning 1 1.3.1 Definition and goal of positioning 11.3.2 Needs and values 11.3.3 Tools to choose a positioning 11.3.4 Positioning and sustainability 11.3.5 Tools to formulate a positioning 11.3.6 Brand laws 11.4 Brand architecture 11.4.1 Brand levels 11.4.2 Choosing a brand structure 11.5 Brand names 11.5.1 Developing a brand name 11.5.2 Types of brand names 1 1.5.3 Criteria for choosing a name 11.5.4 Brand name process 11.6 Design and logo 11.7 Managing brands 11.7.1 Repositioning 11.7.2 Rebranding 11.7.3 Crisis management and communication 1 1.7.4 Managing brands across products and varieties (extensions) 11.7.5 Managing brands across countries Summary Vorsprung durch Technik 282 283 292 293 294 294 295 296 298 298 302 302 303 306 309 314 317 319 322 322 323 323 323 324 325 327 329 332 332 332 334 337 339 341 342 Part 4: Implementation 12 Choice of product/service, price, and channels Introduction 12.1 Guidelines for the marketing mix 12.1.1 Strategic thinking 349 350 351 351 xi
xii CONTENTS 12.1.2 Innovation 12.1.3 Positive approach 12.2 Products and services 1 2.2.1 Overview of product decisions 12.2.2 New product development 12.3 Pricing 12.3.1 Pricing decisions 1 2.3.2 Investigating price sensitivity 12.4 Distribution 12.4.1 Overview of decisions 12.4.2 Level of availability 1 2.4.3 Where do we want to be available? 12.4.4 Management of thedistribution channels Summary Case Nespresso: exclusive coffee 13 Marketing communications Introduction 13.1 Steps in communication planning 13.2 Determination of the target audience 13.3 Selecting a proposition 13.4 Communication objectives and communication budget 13.4.1 Measuring results and effects 1 3.4.2 Choice of communication objectives 13.4.3 Budget determination 13.5 Briefing and requirements for communication 13.6 Creation and execution 13.7 Pretesting 13.7.1 Concept test 13.7.2 Qualitative pretest 13.7.3 Quantitative pretest 13.7.4 Limitations and use of pretesting 13.8 Communication tools and media 13.9 Online communication 13.9.1 Forms of online communication 13.9.2 Summary of digital marketing 13.9.3 Communication for small businesses 13.10 Monitoring and effect research 13.10.1 Monitoring 13.10.2 Effect research 1 3.10.3 Measurement of results and effects of communication 351 352 354 354 356 358 358 360 361 361 361 362 364 365 367 371 372 372 373 375 376 376 377 381 381 383 385 385 387 387 387 389 395 395 401 402 403 403 403 404
CONTENTS 13.11 Customer experience management Summary Vans: genuine commitment with its fans 14 Organization and execution of marketing 407 409 410 415 Introduction 14.1 Marketing and personnel 14.1.1 Relation between marketing and personnel 14.1.2 Internal branding 14.1.3 Leadership 14.1.4 Labor market communication 14.2 Organization of marketing and communication 14.2.1 Part time marketer 14.2.2 Organization of marketing 14.2.3 Organization of communication 14.3 Performance projection and selling the plan 14.3.1 Performance projection 14.3.2 Selling the plan: internal marketing 14.3.3 Template for marketing plan summary 14.4 Implementation of the plans 14.4.1 Guidelines for implementation 14.4.2 Concluding tips for strategic marketing Summary Unilever: business with a purpose 416 416 416 417 418 420 421 421 422 424 427 427 428 431 432 432 434 434 435 Literature 441 Index 449 xiii |
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| id | DE-604.BV049477816 |
| illustrated | Illustrated |
| index_date | 2024-07-03T23:17:47Z |
| indexdate | 2024-09-30T10:00:54Z |
| institution | BVB |
| isbn | 9781032463933 9781032463834 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-034823303 |
| oclc_num | 1422509142 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR DE-1050 DE-473 DE-BY-UBG DE-898 DE-BY-UBR |
| owner_facet | DE-355 DE-BY-UBR DE-1050 DE-473 DE-BY-UBG DE-898 DE-BY-UBR |
| physical | xvii, 457 Seiten Illustrationen, Diagramme |
| publishDate | 2024 |
| publishDateSearch | 2024 |
| publishDateSort | 2024 |
| publisher | Routledge |
| record_format | marc |
| spelling | Alsem, Karel Jan 1957- Verfasser (DE-588)170845397 aut Strategic marketing planning a step-by-step approach Karel Jan Alsem Second edition London ; New York Routledge 2024 xvii, 457 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Literaturverzeichnis Seite [441]-448 Marketing Management Strategische Planung (DE-588)4309237-8 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s Strategische Planung (DE-588)4309237-8 s b DE-604 Erscheint auch als Online-Ausgabe 978-1-003-38148-8 Erscheint auch als Online-Ausgabe 978-1-00-098449-1 Erscheint auch als Online-Ausgabe 978-1-00-098455-2 Vorangegangen ist Alsem, Karel Jan Applied strategic marketing a step by step approach 2019 978-1-138-33208-9 (DE-604)BV045531766 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034823303&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Alsem, Karel Jan 1957- Strategic marketing planning a step-by-step approach Marketing Management Strategische Planung (DE-588)4309237-8 gnd Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| subject_GND | (DE-588)4309237-8 (DE-588)4037589-4 (DE-588)4124261-0 |
| title | Strategic marketing planning a step-by-step approach |
| title_auth | Strategic marketing planning a step-by-step approach |
| title_exact_search | Strategic marketing planning a step-by-step approach |
| title_exact_search_txtP | Strategic marketing planning a step-by-step approach |
| title_full | Strategic marketing planning a step-by-step approach Karel Jan Alsem |
| title_fullStr | Strategic marketing planning a step-by-step approach Karel Jan Alsem |
| title_full_unstemmed | Strategic marketing planning a step-by-step approach Karel Jan Alsem |
| title_old | Alsem, Karel Jan Applied strategic marketing |
| title_short | Strategic marketing planning |
| title_sort | strategic marketing planning a step by step approach |
| title_sub | a step-by-step approach |
| topic | Marketing Management Strategische Planung (DE-588)4309237-8 gnd Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Marketing Management Strategische Planung Marketing Strategisches Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034823303&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT alsemkareljan strategicmarketingplanningastepbystepapproach |