Marketing Planning Strategy, Environment and Context
Heftet /
2010
/ Engelsk
Produktdetaljer
ISBN
9780273724711
Publisert
2010
Utgiver
Vendor
Financial Times Prentice Hall
Vekt
690 gr
Høyde
265 mm
Bredde
195 mm
Dybde
15 mm
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
288
Om bidragsyterne
Jim Blythe is Visiting Reader at Plymouth Business School. An experienced textbook author, he is Senior Examiner for the Marketing Essentials unit run by the CIM. Phil Megicks is Professor of Marketing and Strategy and Head of the School of Business and Management at the University of Plymouth. He is Senior Examiner with the CIM and designed the Level 6 'Marketing Planning Process' unit launched in 2009.
Marketing Planning provides an overview of the essential elements of marketing planning with a particular emphasis on the components of the marketing planning process, whilst highlighting the three core themes of environment, strategy and context. The book features an innovative running case study which follows a company through the entire process of marketing planning, stage by stage and chapter by chapter, finishing with a completed marketing plan.
Les mer
Chapter One: Marketing and Marketing Planning
Chapter Two: Marketing Plans and Objectives
Chapter Three: Drivers of Marketing Planning
Chapter Four: The Marketing Audit
Chapter Five: Analysing the External Environment
Chapter 6: Analysing the Internal Environment
Chapter Seven: Identifying Marketing Strategies
Chapter Eight: Segmentation Strategy
Chapter Nine: Segmenting Markets
Chapter Ten: Targeting
Chapter Eleven: Positioning
Chapter Twelve: Implementing Marketing Plans
Chapter Thirteen: Adapting Marketing Planning to Context
Les mer
Produktdetaljer
ISBN
9780273724711
Publisert
2010
Utgiver
Vendor
Financial Times Prentice Hall
Vekt
690 gr
Høyde
265 mm
Bredde
195 mm
Dybde
15 mm
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
288