Buch, Englisch, 344 Seiten, Format (B × H): 155 mm x 231 mm, Gewicht: 544 g
Buch, Englisch, 344 Seiten, Format (B × H): 155 mm x 231 mm, Gewicht: 544 g
ISBN: 978-0-367-38524-8
Verlag: CRC Press
Focusing on the unique issues involved, this one-stop resource provides everything needed to understand the roles, responsibilities, and management techniques essential for the development of successful strategies. It covers strategic market planning, targeting markets, researching markets, understanding the competition, integrating market and sales strategies, nuances of global markets, developing marketing budgets, pricing, and implementing marketing campaigns. A plethora of appendices included on the book’s downloadable resources allow you to get up and running right away.
Aside from a complete marketing glossary, two complete marketing plans—one for a hardware product; the other for a software product—enable you to bypass the "scut" work of developing a marketing plan so you can focus on the creative aspects of marketing. Because a marketing plan is closely aligned with an organization’s business and strategic plans, this book provides you with templates for both of these, as well as a template for that all-important business plan executive summary.
The downloadable resources also feature loads of fill-in templates including customer and competitor analysis surveys, sample press releases, letters of agreement, demographic and target market worksheets, and cost benefit forms. If you have a marketing need, this book has an effective template to meet that need.
Zielgruppe
Professional Practice & Development
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Introduction to Strategic Marketing Management. Strategy and Implementation. Understanding the High Tech Customer. The Expanding Market. Market Research. Product Strategy. Innovation Management. IT Product Development Cycle. Pricing Products. Communications Strategies. Distribution Strategies. Marketing Implementation. Social Networking and the Sales Strategy. E-commerce as a Sales Medium. Appendices.