| Description |
1 online resource (xiv, 221 pages) : illustrations |
| Series |
Marketing strategy collection, 2150-9662 |
|
Marketing strategy collection.
|
|
Business Expert Press digital library
|
| Contents |
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 |
| Summary |
"The book aims to provide a comprehensive, holistic and practical framework for readers who are interested or involved in developing a marketing plan so that they can appreciate various marketing concepts and put them together in an easy to read guide. Demanding and savvy customers along with a turbulent marketing environment, require marketers to be highly sensitive to the environmental monitoring systems capable of identifying the latest marketing trends and opportunities and threats at an early stage. In response to these issues, the proposed manuscript covers the themes of planning, implementing and controlling marketing activities, which will provide guidance to marketers and non-marketer alike, in undertaking a marketing plan. The latest research findings in the marketing area are included. This book is written for marketing students and it is the intention of the authors to make this manuscript as basic, straightforward and to the point as possible. Business practitioners will also find this book useful"--Provided by publisher |
| Analysis |
Marketing planning |
|
Marketing plan |
|
Implementation |
|
Boston Consulting Group |
|
Target marketing |
|
Segmentation |
|
Marketing research |
|
Positioning |
|
Consumer behavior |
|
Marketing objectives |
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SMART objectives |
|
Four Ps |
|
Product life cycle |
|
Ansoff matrix |
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Marketing implementation |
|
Control processes |
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McKinsey Seven S framework |
|
Marketing strategy |
|
Branding |
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New product development process |
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Pricing approaches |
|
Situational analysis |
|
Competitive analysis |
|
Competitive advantage |
|
SWOT analysis |
|
PEST analysis |
|
Marketing metrics |
| Bibliography |
Includes bibliographical references (pages 201-212) and index |
| Notes |
English |
|
Print version record |
| Subject |
Marketing -- Planning
|
|
Marketing -- Management.
|
|
BUSINESS & ECONOMICS -- Distribution.
|
|
BUSINESS & ECONOMICS -- Marketing -- General.
|
|
Marketing -- Management
|
|
Marketing -- Planning
|
| Form |
Electronic book
|
| Author |
Radel, Kylie
|
|
Ramsaran-Fowdar, Roshnee
|
|
Business Expert Press
|
| ISBN |
9781606491607 |
|
1606491601 |
|
9781606491519 |
|
1782680616 |
|
9781782680611 |
|
1283892685 |
|
9781283892681 |
|
1606491512 |
|
9781606491515 |
|
