The Marketing Planning Workbook

Author : John Westwood
Publisher : Kogan Page Publishers
Page : 380 pages
File Size : 42,9 Mb
Release : 2005
Category : Business & Economics
ISBN : 074944178X

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The Marketing Plan Workbook by John Westwood Pdf

Planning is one of the most important roles of management, and a company's marketing plan is a key input to their business strategy. It should identify the most promising business opportunities and outline how to penetrate, capture and maintain positions in identified markets. Yet many books on marketing plans are overly academic, long on theory and short on examples. The Marketing Planning Workbook is an antidote to that approach. Highly practical and only including as much theory as is necessary, it will help anyone to understand the principles of marketing planning so that they can assemble any type of plan. The whole planning process is dealt with step by step, using models of six small businesses in a range of industries. Topics covered include: what is a marketing plan, the marketing audit, setting marketing objectives, devising marketing strategies, distribution, advertising, sales promotion, planning for a new product, developing new sales areas, budgets, income statements, and writing and presenting a plan.Small businesses do not have surplus people to do their marketing planning. This book will enable busy people to prepare marketing plans in a time-effective manner.

Author : Sally Dibb,Lyndon Simkin,John Bradley
Publisher : Burns & Oates
Page : 268 pages
File Size : 41,6 Mb
Release : 1996
Category : Marketing
ISBN : UVA:X004067216

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The Marketing Planning Workbook by Sally Dibb,Lyndon Simkin,John Bradley Pdf

A clear, systematic approach to marketing planning, which outlines the main features of planning techniques and strategies, and presents a step-by-step guide to the ways you can determine market objectives and develop a plan for their implementation and control.

Author : John Westwood
Publisher : Kogan Page Publishers
Page : 228 pages
File Size : 55,5 Mb
Release : 2002
Category : Business & Economics
ISBN : 0749437480

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The Marketing Plan by John Westwood Pdf

A well-devised marketing plan can improve a company's performance and should be the focus of all marketing aims, proposals and activities. This practical guide should clarify the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about this task.

Author : Malcolm McDonald
Publisher : Kogan Page Publishers
Page : 208 pages
File Size : 44,9 Mb
Release : 2007
Category : Business & Economics
ISBN : 9780749451493

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Malcolm McDonald on Marketing Planning by Malcolm McDonald Pdf

Presents the essentials of marketing plans and the strategic marketing planning process including, defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies.

Author : Colin Gilligan,Richard M. S. Wilson
Publisher : Routledge
Page : 552 pages
File Size : 49,7 Mb
Release : 2009
Category : Business & Economics
ISBN : 9781856176170

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Strategic Marketing Planning by Colin Gilligan,Richard M. S. Wilson Pdf

'Strategic Marketing Planning' takes the reader step-by-step through the formulation and implementation of marketing strategy. Each chapter contains a number of expanded examples as well as a series of test questions and exercises.

Author : James C. Makens
Publisher : Prentice Hall
Page : 0 pages
File Size : 43,6 Mb
Release : 1988
Category : Marketing
ISBN : 0135585376

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The Marketing Plan Workbook by James C. Makens Pdf

A blueprint covering the analysis, pricing, sales, advertising, budget, forecast, and other plans for marketing a product.

Author : Bruce Wrenn,Phylis M Mansfield
Publisher : Routledge
Page : 380 pages
File Size : 46,7 Mb
Release : 2014-07-16
Category : Business & Economics
ISBN : 9781317718284

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Marketing Planning Guide, Third Edition by Bruce Wrenn,Phylis M Mansfield Pdf

THE CLASSIC guide to develop a marketing plan—completely updated! The newly revised Marketing Planning Guide, Third Edition is the step-by-step guide that gives you the tools to prepare an effective marketing plan for a company, product, or service. With over 50 pages of updated material, this classic textbook has the solid foundation of knowledge and philosophy of the previous editions while adding essential new information on Internet marketing, business ethics, and an illustrative sample business plan. Worksheets at the end of each chapter guide you in creating your own plan—once all the worksheets are completed you will have roughed out your own complete marketing plan. The accompanying instructor's package includes a helpful manual, a detailed sample course syllabus, and a test bank featuring a multiple-choice and true-false questions for each chapter with answers. This edition of the Marketing Planning Guide contains clear tables and diagrams, is fully referenced, and has updated examples for easy understanding of concepts. It shows how to: analyze the market, consumers, the competition, and opportunities develop strategy and marketing objectives make product, place, promotional, and price decisions realize the financial impact of marketing strategies implement, audit, and control your marketing plan And now the Marketing Planning Guide, Third Edition is updated to include: extensive information on Internet marketing new examples illustrating the process a complete sample marketing plan end of chapter worksheets providing step-by-step instructions Internet data sources This is the definitive book for marketing professionals who want to use a “hands on” approach for learning the planning process. It will guide anyone through the steps of preparing an effective marketing plan.

Author : William A. Cohen
Publisher : John Wiley & Sons
Page : 3 pages
File Size : 51,6 Mb
Release : 2005-12-09
Category : Business & Economics
ISBN : 9780471755296

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The Marketing Plan by William A. Cohen Pdf

The Marketing Plan, 5th Edition gives students the knowledge, tools, and techniques they need to develop marketing plans like the pros. Throughout the text, step-by-step procedures guide students through each phase in creating marketing plans??from scanning the environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing the plan, and everything in between. This text is not just a how-to book; it also explains the importance of a well-formulated marketing plan and encourages student participation through activities. Moreover, it contains seven actual student marketing plans which can be used as models. This text can be used as a supplement to another text, or as a stand-alone in a Principles of Marketing, Marketing Management, Strategic Marketing, Entrepreneurship, or Internet Marketing course.

Author : Jim Blythe,Phil Megicks
Publisher : Financial Times/Prentice Hall
Page : 264 pages
File Size : 47,8 Mb
Release : 2010
Category : Business & Economics
ISBN : 0273724711

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Marketing Planning by Jim Blythe,Phil Megicks Pdf

Jim Blythe and Phil Megicks Marketing Planning Strategy, Environment and Context For marketers, planning revolves around what we think our consumers want us to do: we then need to work out how we can profit from meeting their needs. This book is intended to guide the reader through the maze of factors that affect marketing planning, and provides some tools and techniques for implementing marketing planning in practice. Blythe and Megicks provide an overview of the essential elements of marketing planning with a particular emphasis on the components of the marketing planning process, whilst highlighting the three core themes of strategy, environment and context. The book features an innovative running case study which follows a company through the entire process of marketing planning, stage by stage and chapter by chapter, finishing with a completed marketing plan. Key features Case studies of internationally-recognised companies including JJB Sports, Toyota, Thomson Holidays, BMI, Bulmer's Cider and Honda show how knowledge of marketing planning can lead to more effective marketing and organisational success across a range of different contexts, sectors and industries. Examples in each chapter cover key overarching themes such as innovation, ethics and globalisation to highlight topical issues in marketing today. ‘Talking Point’ boxes are thought-provoking and controversial in order to stimulate discussion and critical thinking. A sample marketing plan provided in the appendix gives students the opportunity to compare their results. - Online resources available atwww.pearsoned.co.uk/blythe include an Instructor’s Manual and PowerPoint slides for instructors, along with sample exam questions and weblinks for students. The book is written for the syllabus for the Chartered Institute of Marketing unit on the Marketing Planning Process, and covers everything you will need to study for a marketing planning course at both undergraduate and MBA level. About the authors Jim Blythe is Visiting Reader at Plymouth Business School. An experienced textbook author, he is Senior Examiner for the Marketing Essentials unit run by the CIM. Phil Megicks is Professor of Marketing and Strategy and Head of the School of Business and Management at the University of Plymouth. He is Senior Examiner with the CIM and designed the Level 6 'Marketing Planning Process' unit launched in 2009.

Author : Sally Dibb,Lyndon Simkin
Publisher : Cengage Learning
Page : 256 pages
File Size : 52,6 Mb
Release : 2008-03-01
Category : Electronic
ISBN : 1473754097

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Marketing Planning by Sally Dibb,Lyndon Simkin Pdf

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.

Author : Sally Dibb,Lyndon Simkin
Publisher : Cengage Learning Emea
Page : 227 pages
File Size : 47,9 Mb
Release : 2008
Category : Business & Economics
ISBN : 1844807827

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Marketing Planning by Sally Dibb,Lyndon Simkin Pdf

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.

Author : John Dawes
Publisher : SAGE
Page : 297 pages
File Size : 42,8 Mb
Release : 2021-08-11
Category : Business & Economics
ISBN : 9781529766271

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Marketing Planning & Strategy by John Dawes Pdf

This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank.

Author : Richard M.S. Wilson
Publisher : Routledge
Page : 552 pages
File Size : 55,9 Mb
Release : 2010-05-04
Category : Business & Economics
ISBN : 9781136435249

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Strategic Marketing Planning by Richard M.S. Wilson Pdf

Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes: * Changing corporate perspectives on the role of strategic marketing activity * Changing social structures and the rise of social tribes * The significance of the new consumer and how the new consumer needs to be managed * New thinking on market segmentation * Changing routes to market * Developments in e-marketing * Changing environmental structures and pressures

Author : James W. Taylor & Marjolein Towler
Publisher : James Taylor
Page : 128 pages
File Size : 53,9 Mb
Release : 2024-05-06
Category : Electronic
ISBN : 9780972791458

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The Marketing Strategy & Planning Workbook for the Successful Business by James W. Taylor & Marjolein Towler Pdf

Author : Robert E. Stevens,David L. Loudon,Bruce Wrenn,William E. Warren
Publisher : CRC Press
Page : 382 pages
File Size : 50,8 Mb
Release : 2021-11-19
Category : Science
ISBN : 9781000525083

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Marketing Planning Guide, Second Edition by Robert E. Stevens,David L. Loudon,Bruce Wrenn,William E. Warren Pdf

This newly revised book presents systematic approaches to developing marketing plans for products, services, and other situations. Philosophically sound and practically oriented, Marketing Planning Guide, Second Edition examines principles and their applications to provide a complete understanding of the marketing planning process. All aspects of marketing planning, including situation analysis, objectives, strategy, control, and implementation are thoroughly treated. Worksheets at the end of each chapter guide you in creating your own plan--once all the worksheets are completed you will have roughed out a complete marketing plan. Marketing Planning Guide, Second Edition is a valuable resource for the practitioner of marketing who is involved in the planning process and the student who is interested in learning more about what the marketing plan should contain and how to prepare it. This book shows you how to: analyze the market, consumers, the competition, and opportunities develop strategy and marketing objectives make product, place, promotional, and price decisions realize the financial impact of marketing strategies implement, audit, and control your marketing plan Changes for this second edition include more tables, more (and newer) references, and updated case studies to open each chapter. The final chapter, “Marketing Plan Implementation,” is also all-new. The material in this book has been classroom-tested for both readability and comprehension, as well as usefulness in preparing a marketing plan as part of a course assignment. The accompanying instructor’s package to Marketing Planning Guide includes a helpful150-page instructor’s manual and over 175 slide transparencies. The manual provides a detailed sample course syllabus along with a test bank featuring a muliple-choice or true-false test for each chapter, along with an answer key. The transparencies are prepared to reinforce the key points of each chapter and includes many charts, figures, and lists. This helpful instructor’s pack will save you time and will help make your course effective and thorough.