CIM Coursebook: The Marketing Planning Process

ISBN-13: 9781138440975 / Angielski / Twarda / 2017 / 256 str.

Ray Donnelly;Graham Harrison;Graham Harrison

Opis

Butterworth-Heinemann‘s CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications. Professor Keith Fletcher, Director of Education, The Chartered Institute of MarketingHere in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation. Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab Emirates Butterworth-Heinemann‘s official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along.The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing).Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory.Past examination papers and examiners reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time.Extensive online materials support students and tutors at every stage.

Spis treści

Marketing Planning to Deliver Marketing Strategies; Chapter 1 The Different Roles of Marketing and its Cross-Functional Interaction Within Organisations; Chapter 2 The Synergistic Planning Process; Chapter 3 The Role of the Marketing Plan in Relation to the Organisation’s Philosophy; Chapter 4 The Relationship Between Corporate, Business and Marketing Objectives at an Operational Level and the Influences on Objectives; The Marketing Audit and Strategic Outcomes; Chapter 5 The Practicalities of Undertaking a Marketing Audit; Chapter 6 Auditing the Market Environment; Chapter 7 The External Marketing Environment; Chapter 8 The Internal Marketing Environment; Creating Marketing Strategies Through Segmentation, Targeting and Positioning; Chapter 9 The Role of Marketing Strategies and Market Segmentation; Chapter 10 Market Targeting; Chapter 11 Marketing Positioning; Adapting Marketing Planning in Different Contexts; Chapter 12 Key Dimensions of Implementing Marketing Planning in Practice; Chapter 13 Approaches to Implementing the Process of Marketing Planning;

O autorze

Phil Megicks, Ray Donnelly, Graham Harrison