Marketing Planning & Strategy

A Practical Introduction

Häftad, Engelska, 2021

AvJohn Dawes

779 kr

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We know how eager you are to learn practical workplace skills at university so that you are “job ready” following graduation. In marketing, one of the most practical things you can learn how to do is create a sound marketing plan.

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. Features a running case study about a small services business that breaks the marketing plan down into easy to digestible chunks. A dedicated chapter on marketing strategy concepts to help you understand how they link to market, firm or decision-related factors. Self-test questions and scenarios with tasks throughout make for an active learning experience.

Practical in its step-by-step approach and inclusion of activities and scenarios and written simply whilst still underpinned by marketing strategy scholarship, this book will help you to develop your marketing decision-making throughout by learning key skills such as how to do a SWOT analysis and how to budget and forecast correctly.

Supported by online resources for lecturers including PowerPoint slides, an instructor’s manual and a suggested syllabus.

Suitable reading for marketing planning and marketing strategy courses.

Produktinformation

Utgivningsdatum2021-09-28
Mått186 x 232 x 22 mm
Vikt510 g
FormatHäftad
SpråkEngelska
Antal sidor296
Upplaga1
FörlagSAGE Publications
ISBN9781529760132

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Försäljning och marknadsföring inom Ekonomi och Ledarskap

John Dawes is a Professor of Marketing at UniSA Business and an Associate Director of the Ehrenberg-Bass Institute for Marketing Science with a long-standing interest in buyer behavior and brand performance metrics, customer loyalty, pricing, as well as how knowledge about buyers, and competitors translates into competitive strategy. John has conducted research projects for global corporations including HSBC, Mars Inc., Unilever, Brown-Forman, Glaxo SmithKline and Gustav Paulig and co-authored a wide ranging review of pricing practices commissioned by the UK Office of Fair Trading. He has published research in leading journals including Journal of Retailing, Journal of Service Research, Journal of Business Research, European Journal of Marketing and Marketing Letters among others.

Preface: why another book on marketing planning and strategy?Chapter 1: Planning introduction: is it good to do formal planning?Chapter 2: The front end of a planChapter 3: The internal analysisChapter 4: The global environment analysisChapter 5: The market environment analysisChapter 6: Bringing the analyses togetherChapter 7: Objectives and assumptionsChapter 8: Marketing strategyChapter 9: Marketing programChapter 10: Marketing budgetChapter 11: Key metrics and market researchChapter 12: How to construct good tables and graphsChapter 13: Marketing planning scenarios with tasksChapter 14: Marketing planning and ethicsChapter 15: Prominent strategy models in marketingChapter 16: Empirical generalisationsChapter 17: Management beliefs

The book is sophisticated, challenging and contemporaneously relevant. It systematically integrates empirical generalizations, research methodology, as well as concepts involving consumer motivation into the market planning process. The text logically progresses from there into innovative marketing strategy formulation for real-world problems. Pedagogical aids inspire instructional creativity and effectiveness, and provide an excellent platform for lectures, discussion and assignments.