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Marketing Planning. A Workbook For Marketing Managers
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PRODUCT INFORMATION

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    Specifications

    Category Type
    Business Strategy
    ISBN
    9781844807826.0
    Item EAN
    2724330358768
    People
    Author
    Sally Dibb
    People
    Publisher
    Cengage Learning EMEA
    Category Type
    Business Strategy
    ISBN
    9781844807826.0
    Item EAN
    2724330358768
    People
    Author
    Sally Dibb
    People
    Publisher
    Cengage Learning EMEA
    Languages and countries
    Book Language
    English
    Read more
  •  

    Description:

    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

    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.

 

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