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Marketing Planning Strategy, Environment and Context
By Jim Blythe, Phil Megicks

Marketing Planning provides 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 environment, strategy 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.
Table of Contents

Table of contents Chapter One: Marketing and Marketing Planning Chapter Two: Marketing Plans and Objectives Chapter Three: Drivers of Marketing Planning Chapter Four: The Marketing Audit Chapter Five: Analysing the External Environment Chapter 6: Analysing the Internal Environment Chapter Seven: Identifying Marketing Strategies Chapter Eight: Segmentation Strategy Chapter Nine: Segmenting Markets Chapter Ten: Targeting Chapter Eleven: Positioning Chapter Twelve: Implementing Marketing Plans Chapter Thirteen: Adapting Marketing Planning to Context

Paperback, 2010, 264pages, very good condition Please click here to ask a question
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  • Seller location: North Shore, Auckland, NZ

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