Marketing Planning

Neuauflage 2008
ISBN: 978-1-84480-782-6
Verlag: Cengage Learning EMEA

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Beschreibung

Marketing planning as a process of analysis, thinking and action is essential for survival and long term success.

Marketing planning is widely adopted by businesses from all sectors, service companies, manufacturers and public sector/not for profit companies. The process of marketing planning encapsulates elements of marketing management: marketing analyses, development of strategy and the implementation of the marketing mix. It is a systematic process for assessing marketing opportunities, helping organizations to stay in touch with marketplace trends and to keep abreast of customer needs-all designed to help firms compete more effectively. In addition the marketing plan plays a key role in informing the organisation about the agreed marketing strategy and actions required for implementation.

The plan also provides details of resource allocation, responsibilities and timelines, and should address potential obstacles to success. The marketing plan is a road map, providing direction to help the business implement its strategies and achieve its objectives.

Autoren

Autoren

Dibb, Sally

Simkin, Lyndon

Dibb, Sally (Coventry University, UK)

Simkin, Lyndon (Coventry University, UK)

Über den Autor

Dibb, Sally
Dibb, Sally
SALLY DIBB Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK.

Simkin, Lyndon
Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK.

Inhaltsverzeichnis

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

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