Marketing Planning

ISBN-13: 9781844807826 / Angielski / Miękka / 2008 / 227 str.

Dibb

Opis

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.

Spis treści

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

O autorze

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