MARKETING PLANNING: STRATEGY ENVIROMENT AND CONTEXT

BLYTHE J. MEGICKS P.

wydawnictwo: PEARSON , rok wydania 2010, wydanie I

cena netto: ~~331.10~~ Twoja cena 314,55 zł + 5% vat - dodaj do koszyka

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.

Table of Contents

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 Six: 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

288 pages, Paperback

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