Buch, Englisch, 288 Seiten, Format (B × H): 190 mm x 246 mm, Gewicht: 626 g
Buch, Englisch, 288 Seiten, Format (B × H): 190 mm x 246 mm, Gewicht: 626 g
ISBN: 978-1-84480-782-6
Verlag: Cengage Learning EMEA
Autoren/Hrsg.
Weitere Infos & Material
PART I: PERSPECTIVE TO MARKETING PLANNING
1. Marketing Planning
PART 2: THE MARKETING PLANNING PROCESS
2. Existing Markets/Sectors
3. Market Trends and the Marketing Environment
4. SWOT: Strengths, Weaknesses, Opportunities and Threats
5. Customer Needs, Expectations and Buying Processes
6. Competition and Competitors' Strategies
7. The Strength of the Portfolio and Future Directions
8. Marketing Strategy
9. Strategy Recommendations
10. Marketing Objectives and Gap Analysis
11. Required Marketing Programmes
12. Resources, Schedules and Responsibilities
13. Additional Implications, On-going Needs and
Monitoring the Marketing Plan's Effectiveness
14. Controlling Implementation of the Marketing Plan
PART 3: THE MARKETING PLAN
15. The Marketing Plan Document
PART 4: Managing Marketing Planning
16. Identifying, Diagnosing and Treating Blockers To Progress
PART 5: APPLIED ILLUSTRATIONS - CASES
17. Appreciating How to Undertake Marketing Planning in Practice