Building a marketing plan a complete guide / Ho Yin Wong, Kylie Radel, Roshnee Ramsaran-Fowdar.
Material type: TextSeries: Publication details: [New York, N.Y. (222 East 46th Street, New York, NY 10017) : Business Expert Press, (c)2011.Edition: first editionDescription: 1 electronic text (xiv, 221 pages) : digital fileContent type:- text
- computer
- online resource
- 9781606491607
- Marketing -- Planning
- Marketing planning
- Marketing plan
- Implementation
- Boston Consulting Group
- Target marketing
- Segmentation
- Marketing research
- Positioning
- Consumer behavior
- Marketing objectives
- SMART objectives
- Four Ps
- Product life cycle
- Ansoff matrix
- Marketing implementation
- Control processes
- McKinsey Seven S framework
- Marketing strategy
- Branding
- New product development process
- Pricing approaches
- Situational analysis
- Competitive analysis
- Competitive advantage
- SWOT analysis
- PEST analysis
- Marketing metrics
- HF .B855 2011
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List of illustrations -- Foreword -- Acknowledgments -- 1. Introduction to marketing planning -- 2. The situation analysis -- 3. Analyzing the target market, part 1, marketing research -- 4. Analyzing the target market, part 2, consumer behavior and the target marketing process (segmentation, targeting, and positioning) -- 5. Marketing objectives and strategy formulation -- 6. Planning for products and brands -- 7. Planning for pricing -- 8. Planning for integrated marketing communications -- 9. Planning for distribution channels and market logistics -- 10. Marketing implementation and control -- Appendix: Pindari Boomerang Factory marketing plan example -- Notes -- References -- Index.
In any journey, if you don't know where you are going, how will you know when you get there? Equally, if you don't have a focus and direction for your organization, which is underpinned by realistic, actionable, measurable, marketing objectives and a good idea of how to achieve those objectives, then how can you grow your business and achieve long- term profitability? This book aims to provide a comprehensive, holistic, and practical framework for the essential business process of marketing planning. It is targeted toward students of marketing and business practitioners-- marketers and nonmarketers alike-- and draws together elements of theoretical concepts, strategic thinking processes, latest research findings, and marketing applications in a straightforward, logical manner.
Mode of access: World Wide Web.
System requirements: Adobe Acrobat reader.
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