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Malcolm McDonald on marketing planning : understanding marketing plans and strategy Second edition
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| 자료유형 | 단행본 |
|---|---|
| 서명/저자사항 | Malcolm McDonald on marketing planning : understanding marketing plans and strategy/ Malcolm McDonald. |
| 개인저자 | McDonald, Malcolm,author. McDonald, Malcolm. |
| 판사항 | Second edition. |
| 형태사항 | 1 online resource. |
| 기타형태 저록 | Print version: McDonald, Malcolm. Malcolm McDonald on marketing planning. Second edition. Philadelphia, PA : Kogan Page, 2016 9780749478216 |
| ISBN | 9780749478223 0749478225 |
| 일반주기 |
Revised edition of the author's Malcolm McDonald on marketing planning, 2008.
|
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | Preface; Important note to the reader of this book -- please read this; 01 Let's get real; Introduction; Why competing on price is a no-no; Social media/digital; A very brief history of management; Challenges; What continuously successful companies do to meet these challenges; Actions; 02 Getting rid of that big managerial nonsense; Don't get misled by all that financial information; The limited value of forecasts and budgets; What are the components of a business plan and the role of marketing?; What marketing is and its role in continuous organizational success; Actions. 03 Understand the real meaning of customer valueIntroduction; What is value?; Differentiation; Branding; Actions; 04 A very practical way to begin planning a profitable future; Where to begin?; Actions; 05 Market segmentation; An important note from the author; Introduction; Market overview; Getting started; Actions; 06 What do our customers want?; Introduction; Don't waste money on bad market research; A process for understanding what customers want (without spending money); SWOTs, not SWAGs; Guidelines for a better approach; A process and a template for doing a proper SWOT; Finally ... Actions07 How to set marketing objectives; Introduction; What are marketing objectives?; How to allocate your resources effectively; What should be plotted on the Strategic Planning Matrix (SPM)?; What does 'Market Attractiveness' mean?; What does 'Our Relative Competitive Strength' mean on the horizontal axis?; How to complete this Strategic Planning Matrix; How to interpret your SPM; Assumptions; We can now set objectives for each market in the SPM; Actions; 08 How to set marketing strategies; Introduction; New product development/market extension/diversification; Marketing strategies. Competitive strategies and how to beat bigger competitorsActions; 09 A step-by-step strategic planning system; Introduction; Strategic planning forms; What should appear in the strategic marketing plan?; The one-year marketing plan; Final comments; 10 How to deal with adversity; Index. |
| 요약 | "A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning focuseson the practical application of marketing planning. Chapters explainadvertising and sales promotion strategies, price and sales strategies, how to define markets and segments, andhow to set marketing objectives and strategies. This fullyrevised second edition has not only been updated to contain the latest research, but also includes an extensive appendix covering topics such asdigital marketing, advertising, developing new products, and international product planning"-- |
| 요약 | "A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning provides a clear guide to marketing planning. Focussing on the practical application of marketing planning this book will guide readers through the production of a marketing plan that has real world application. Key content includes defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. With an emphasis on practicality this fully revised second edition has been thoroughly overhauled to contain new content on the essentials of marketing planning and the strategic marketing process"-- |
| 해제 | Provided by publisher. |
| 해제 | Provided by publisher. |
| 일반주제명 | Marketing --Planning. Marketing --Management. BUSINESS & ECONOMICS --Marketing --General. BUSINESS & ECONOMICS --Strategic Planning. BUSINESS & ECONOMICS --Industrial Management. BUSINESS & ECONOMICS --Management. BUSINESS & ECONOMICS --Management Science. BUSINESS & ECONOMICS --Organizational Behavior. Marketing --Management. Marketing --Planning. |
| 언어 | 영어 |
| 바로가기 |  |
