- 296 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
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.
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Information
Table of contents
- Cover
- Half Title
- Publisher Note
- Title Page
- Copyright Page
- Contents
- About the Author
- Acknowledgements
- Praise for the Book
- Preface Why another Book on Marketing Planning and Strategy?
- Online Resources
- part I Constructing the Plan
- 1 Planning Introduction: Is it Good to Do Formal Planning?
- 2 The Front-End of a Plan: The Executive Summary
- 3 The Internal Analysis
- 4 The Global Environment Analysis
- 5 The Market Environment Analysis
- 6 Bringing the Analyses Together: SWOT
- 7 Objectives and Assumptions
- 8 Marketing Strategy
- 9 Marketing Programme
- 10 Marketing Budget
- 11 Key Metrics and Market Research
- 12 How to Construct Good Tables and Graphs for Your Marketing Plan
- 13 Marketing Planning Scenarios, with Tasks
- PART II Readings and Knowledge Base
- 14 Marketing Planning and Ethics
- 15 Prominent Strategy Models in Marketing
- 16 Empirical Generalisations and Their Link to Marketing Planning
- 17 Management Beliefs and Biases, and What They Mean for Marketing Planning and Strategy
- References
- Index