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Author: Malcolm McDonald Publisher: Butterworth-Heinemann ISBN: 0080569560 Category : Business & Economics Languages : en Pages : 578
Book Description
At last marketing managers and business executives concerned with profitability and sustained growth of their organisation have at their fingertips a practical guide which tells them how to prepare and use a marketing plan. In this new edition of Marketing Plans, one of the world's leading marketing educators has greatly expanded his book to include the key recent developments in marketing techniques and a range of practical marketing tools. In Marketing Plans, the whole process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained. There is an additional section which provides a step-by-step 'this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background. Marketers, executives and students studying for CIM and CAM exams will find the application of basic marketing principles to sound business practice invaluable. For tutors, there is a comprehensive resource pack containing OHP masters, chapter-by-chapter tutor notes, examples of real marketing plans, case studies for classroom use and interactive exercises on floppy disks. An international marketing bestseller New two colour internal design with new page layout and features providing maximum clarity Focuses on key recent developments in marketing techniques and provides a range of practical marketing tools
Author: Malcolm McDonald Publisher: Butterworth-Heinemann ISBN: 0080569560 Category : Business & Economics Languages : en Pages : 578
Book Description
At last marketing managers and business executives concerned with profitability and sustained growth of their organisation have at their fingertips a practical guide which tells them how to prepare and use a marketing plan. In this new edition of Marketing Plans, one of the world's leading marketing educators has greatly expanded his book to include the key recent developments in marketing techniques and a range of practical marketing tools. In Marketing Plans, the whole process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained. There is an additional section which provides a step-by-step 'this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background. Marketers, executives and students studying for CIM and CAM exams will find the application of basic marketing principles to sound business practice invaluable. For tutors, there is a comprehensive resource pack containing OHP masters, chapter-by-chapter tutor notes, examples of real marketing plans, case studies for classroom use and interactive exercises on floppy disks. An international marketing bestseller New two colour internal design with new page layout and features providing maximum clarity Focuses on key recent developments in marketing techniques and provides a range of practical marketing tools
Author: Malcolm McDonald Publisher: Elsevier ISBN: 075066746X Category : Business & Economics Languages : en Pages : 416
Book Description
'Marketing Plans for Service Businesses' is the answer to the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic style and each chapter has examples of marketing planning in practice.
Author: Marian Burk Wood Publisher: Pearson Education ISBN: 9780273713234 Category : Marketing Languages : en Pages : 296
Book Description
Essential Guide to Marketing Planning takes you step-by-step through the planning process. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, Marian Burk Wood's friendly no-nonsense approach gives you exactly what you need to succeed. It offers you practical guidance in how to research, prepare and present a great marketing plan.
Author: Alexander Chernev Publisher: Cerebellum Press ISBN: Category : Business & Economics Languages : en Pages : 265
Book Description
The Marketing Plan Handbook presents a streamlined approach to writing succinct and meaningful marketing plans. By offering a comprehensive, step-by-step method for crafting a strategically viable marketing plan, this book provides the relevant information in a concise and straight-to-the-point manner. It outlines the basic principles of writing a marketing plan and presents an overarching framework that encompasses the plan’s essential components. A distinct characteristic of this book is its emphasis on marketing as a value-creation process. Because it incorporates the three aspects of value management—managing customer value, managing collaborator value, and managing company value—the marketing plan outlined in this book is relevant not only for business-to-consumer scenarios but for business-to-business scenarios as well. This integration of business-to-consumer and business-to-business planning into a single framework is essential for ensuring success in today’s networked marketplace. The marketing plan outlined in this book builds on the view of marketing as a central business discipline that defines the key aspects of a company’s business model. This view of marketing is reflected in the book’s cross-functional approach to strategic business planning. The Marketing Plan Handbook offers an integrative approach to writing a marketing plan that incorporates the relevant technological, financial, organizational, and operational aspects of the business. This approach leads to a marketing plan that is pertinent not only for marketers but for the entire organization. The Marketing Plan Handbook can benefit managers in all types of organizations. For startups and companies considering bringing new products to the market, this book outlines a process for developing a marketing plan to launch a new offering. For established companies with existing portfolios of products, this book presents a structured approach to developing an action plan to manage their offerings and product lines. Whether it is applied to a small business seeking to formalize the planning process, a startup seeking venture-capital financing, a fast-growth company considering an initial public offering, or a large multinational corporation, the framework outlined in this book can help streamline the marketing planning process and translate it into an actionable strategic document that informs business decisions and helps avoid costly missteps.
Author: Edwin J. Nijssen Publisher: Springer Science & Business Media ISBN: 9780792372721 Category : Business & Economics Languages : en Pages : 158
Book Description
Creating and delivering superior customer value is essential for organizations operating in today's competitive environment. This applies to virtually any kind of organization. It requires a profound understanding of the value creation opportunities in the marketplace, choosing what unique value to create for which customers, and to deliver that value in an effective and efficient way. Strategic marketing management helps to execute this process successfully and to achieving sustainable competitive advantage in the market place. Creating Customer Value Through Strategic Marketing Planning discusses an approach that is both hands-on and embedded in marketing and strategy theory. This book is different from most other marketing strategy books because it combines brief discussions of the underlying theory with the presentation of a selection of useful strategic marketing tools. The structure of the book guides the reader through the process of writing a strategic marketing plan. Suggestions for using the tools help to apply them successfully. This book helps students of marketing strategy to understand strategic marketing planning at work and how to use specific tools. Furthermore, it provides managers with a practical framework and guidelines for making the necessary choices to create and sustain competitive advantage for their organizations.
Author: Malcolm McDonald Publisher: Routledge ISBN: 0750630221 Category : Markedsføring Languages : en Pages : 373
Book Description
This text offers advice on creating successful marketing plans, and each chapter has examples of marketing planning in practice. The book highlights key misunderstandings about marketing and the nature of services and relationship marketing.
Author: Montague Brown Publisher: Jones & Bartlett Learning ISBN: 9780834203020 Category : Marketing of Health Services Languages : en Pages : 230
Book Description
This informative guide to marketing offers you a wealth of ideas for survivingand thrivingin the tough competition of health care today. You'll learn about marketing approaches through a wide range of programsmarket segmentation, product line marketing, marketing physician services, using PR, advertising, building patient loyalty, the hospital product mix, outcome marketing, & more. With Health Care Marketing Management on hand, you'll have a guide to the most successful up-to-date strategies & techniques. You'll be able to sort through the confusion surrounding health care marketingand select the right methods for your organization.
Author: Jon Groucutt Publisher: Kogan Page Publishers ISBN: 9780749441142 Category : Business & Economics Languages : en Pages : 564
Book Description
Marketing: Essential principles, new realities has been researched, developed and written primarily with the undergraduate and diploma-level student in mind. This student-oriented text, with its relaxed and free flowing language, provides the reader with material of a rigorous academic standard. Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research:introduction;learning objectives;chapter sub headings - key issues;chapter summary;exercises and questions for review and critical thinking.At the end of the book there are additional notes and references to support student learning.Written by authors from both an academic and practitioner background, this new textbook offers an excellent introduction to the subject for the next generation of marketers and business people.FREE CD ROM FOR LECTURERSThe authors have created a unique CD ROM containing both lecture presentation slides and essay questions. This is available on request from the publisher.CONTENTSIntroductionWhat is marketing?The business and marketing environmentEthical marketing and social responsibilityBuyer behaviourSegmenting, positioning and targetingMarketing researchMarketing and strategyProducts and brandsPrice and pricing strategiesPromotion part 1Promotion part 2People, physical evidence and processPlacement, distribution and logisticsMarketing across borders: the international dimensionApplication: bringing the elements togetherNotesReferenceIndexPlease view more information on this book, including a sample chapter and detailed, full contents at http://www.kogan-page.co.uk/groucutt
Author: Karen Beamish Publisher: Routledge ISBN: 113642069X Category : Business & Economics Languages : en Pages : 413
Book Description
Elsevier/Butterworth-Heinemann’s 2006-2007 Official CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually and independently reviewed. The only coursebooks recomended by CIM include free online access to the MarketingOnline learning interface offering everything you need to study for your CIM qualification. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students, where you can: *Annotate, customise and create personally tailored notes using the electronic version of the Coursebook *Search the Coursebook online for easy access to definitions and key concepts *Access the glossary for a comprehensive list of marketing terms and their meanings
Author: Alexander Chernev Publisher: Cerebellum Press ISBN: Category : Business & Economics Languages : en Pages : 51
Book Description
A company’s future hinges on its ability to develop successful market offerings that create superior value for target customers, the company, and its collaborators. Market success is rarely an accident; it is typically a result of diligent market analysis, planning, and management. To succeed in the market, a company must have a viable business model and an action plan to make this model a reality. The key aspects of the process of marketing planning and management and the G-STIC framework for developing an action plan are the focus of this note. The discussion of marketing planning and management is complemented by an in-depth overview of three additional topics: developing a marketing plan, conducting a marketing audit, and the key project-management frameworks. This note is an excerpt (Chapter 3) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
Author: Malcolm McDonald
Author: Malcolm McDonald
Author: Malcolm McDonald
Author: Marian Burk Wood
Author: Alexander Chernev
Author: Edwin J. Nijssen
Author: Malcolm McDonald
Author: Montague Brown
Author: Jon Groucutt
Author: Karen Beamish
Author: Alexander Chernev