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Produktbild: Marketing Planning Guide

Marketing Planning Guide

89,99 €

inkl. gesetzl. MwSt., Versandkostenfrei

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

09.11.2005

Verlag

Taylor and Francis

Seitenzahl

376

Maße (L/B/H)

21,3/15,5/2,3 cm

Gewicht

585 g

Auflage

3rd edition

Sprache

Englisch

ISBN

978-0-7890-2338-4

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

09.11.2005

Verlag

Taylor and Francis

Seitenzahl

376

Maße (L/B/H)

21,3/15,5/2,3 cm

Gewicht

585 g

Auflage

3rd edition

Sprache

Englisch

ISBN

978-0-7890-2338-4

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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Die Leseprobe wird geladen.
  • Produktbild: Marketing Planning Guide

    • About the Authors
    • Preface
    • PART I: INTRODUCTION TO MARKETING PLANNING
    • Chapter 1. The Importance of Marketing Planning
    • Marketing Planning in Action: Starbucks
    • Introduction
    • What Is Marketing?
    • What Is Planning?
    • Planning's Place in the Organization
    • The Marketing Planning Process
    • The Marketing Plan Format
    • Summary
    • Chapter 2. Organizational Considerations in Marketing Planning
    • Marketing Planning in Action: Simple Is Best
    • Introduction
    • Organizational Purpose
    • Organizational Objectives and Strategies
    • Organizing for Planning
    • Organizational Structure
    • Coordination and the Planning Process
    • Organizational Structure and Market Responsiveness
    • Summary
    • Chapter 3. Database Marketing Planning: Getting Needed Information
    • Marketing Planning in Action: Hyundai Motor Company
    • Introduction
    • Database Marketing
    • Marketing Research
    • Decision Making
    • Types of Data
    • Steps in a Marketing Research Project
    • Summary
    • PART II: SITUATION ANALYSIS
    • Chapter 4. Product/Market Analysis
    • Marketing Planning in Action: Napster and the Advent of Music File Sharing
    • Introduction
    • Environmental Scanning
    • The Strategic Implications of Product/Market Analysis
    • Sales Analysis
    • Cost Analysis
    • Summary
    • Chapter 5. Consumer Analysis
    • Marketing Planning in Action: The Antiaging Movement
    • Introduction
    • Market Segmentation
    • Psychographics/Lifestyle Segmentation
    • Market Grid Analysis
    • Market Potential
    • Summary
    • Chapter 6. Competitive Analysis
    • Marketing Planning in Action: The Package Delivery Industry
    • Introduction
    • The Concept of Competitive Advantage
    • Purpose of Competitive Analysis
    • Competitive Forces and Advantages
    • Summary
    • Chapter 7. Opportunity Analysis
    • Marketing Planning in Action: Reinventing Barbie
    • Introduction
    • Problems versus Opportunities
    • Internal Factors
    • Other Factors
    • Ranking Opportunities
    • Summary
    • PART III: OBJECTIVES
    • Chapter 8. Marketing Objectives
    • Marketing Planning in Action: Kodak
    • Introduction
    • What Are Objectives?
    • Alternatives to Managing by Objectives
    • Characteristics of Good Objectives
    • Types of Objectives Included in a Marketing Plan
    • Using Situation Analysis to Set Objectives
    • Summary
    • PART IV: STRATEGY, STRATEGY VARIABLES, AND FINANCIAL IMPACT
    • Chapter 9. Marketing Strategy Development
    • Marketing Planning in Action: Mercedes
    • Introduction
    • What Is Strategy?
    • Elements of Marketing Strategy
    • Alternate Marketing Strategies
    • Factors Influencing the Strategy Selected
    • Summary
    • Chapter 10. Product Decisions
    • Marketing Planning in Action: DuPont
    • Introduction
    • Product: The First Component of the Marketing Mix
    • What Is a Product?
    • Product Positioning Strategies
    • Quality- and Value-Based Marketing
    • Service Strategy
    • Improving Customer Perceptions of Service Quality
    • New-Product Development Decisions
    • Changing Existing Products
    • Product Line Decisions
    • Branding Decisions
    • Packaging and Labeling Decisions
    • Summary
    • Chapter 11. Place Decisions
    • Marketing Planning in Action: The Changing Face of Retail Stores
    • Introduction
    • Who Will Be Channel Captain?
    • Which Type of Channel Should Be Used?
    • Which Kind of Middlemen Should Be