376 Pages
by
Routledge
378 Pages
by
Routledge
380 Pages
by
Routledge
Also available as eBook on:
THE CLASSIC guide to develop a marketing plan—completely updated! The newly revised Marketing Planning Guide, Third Edition is the step-by-step guide that gives you the tools to prepare an effective marketing plan for a company, product, or service. With over 50 pages of updated material, this classic textbook has the solid foundation of knowledge and philosophy of the previous editions... Read more
- About the Authors
- Preface
- PART I: INTRODUCTION TO MARKETING PLANNING
- Chapter 1. The Importance of Marketing Planning
- Marketing Planning in Action: Starbucks
- Introduction
- What Is Marketing?
- What Is Planning?
- Planning’s Place in the Organization
- The Marketing Planning Process
- The Marketing Plan Format
- Summary
- Chapter 2. Organizational Considerations in Marketing Planning
- Marketing Planning in Action: Simple Is Best
- Introduction
- Organizational Purpose
- Organizational Objectives and Strategies
- Organizing for Planning
- Organizational Structure
- Coordination and the Planning Process
- Organizational Structure and Market Responsiveness
- Summary
- Chapter 3. Database Marketing Planning: Getting Needed Information
- Marketing Planning in Action: Hyundai Motor Company
- Introduction
- Database Marketing
- Marketing Research
- Decision Making
- Types of Data
- Steps in a Marketing Research Project
- Summary
- PART II: SITUATION ANALYSIS
- Chapter 4. Product/Market Analysis
- Marketing Planning in Action: Napster and the Advent of Music File Sharing
- Introduction
- Environmental Scanning
- The Strategic Implications of Product/Market Analysis
- Sales Analysis
- Cost Analysis
- Summary
- Chapter 5. Consumer Analysis
- Marketing Planning in Action: The Antiaging Movement
- Introduction
- Market Segmentation
- Psychographics/Lifestyle Segmentation
- Market Grid Analysis
- Market Potential
- Summary
- Chapter 6. Competitive Analysis
- Marketing Planning in Action: The Package Delivery Industry
- Introduction
- The Concept of Competitive Advantage
- Purpose of Competitive Analysis
- Competitive Forces and Advantages
- Summary
- Chapter 7. Opportunity Analysis
- Marketing Planning in Action: Reinventing Barbie
- Introduction
- Problems versus Opportunities
- Internal Factors
- Other Factors
- Ranking Opportunities
- Summary
- PART III: OBJECTIVES
- Chapter 8. Marketing Objectives
- Marketing Planning in Action: Kodak
- Introduction
- What Are Objectives?
- Alternatives to Managing by Objectives
- Characteristics of Good Objectives
- Types of Objectives Included in a Marketing Plan
- Using Situation Analysis to Set Objectives
- Summary
- PART IV: STRATEGY, STRATEGY VARIABLES, AND FINANCIAL IMPACT
- Chapter 9. Marketing Strategy Development
- Marketing Planning in Action: Mercedes
- Introduction
- What Is Strategy?
- Elements of Marketing Strategy
- Alternate Marketing Strategies
- Factors Influencing the Strategy Selected
- Summary
- Chapter 10. Product Decisions
- Marketing Planning in Action: DuPont
- Introduction
- Product: The First Component of the Marketing Mix
- What Is a Product?
- Product Positioning Strategies
- Quality- and Value-Based Marketing
- Service Strategy
- Improving Customer Perceptions of Service Quality
- New-Product Development Decisions
- Changing Existing Products
- Product Line Decisions
- Branding Decisions
- Packaging and Labeling Decisions
- Summary
- Chapter 11. Place Decisions
- Marketing Planning in Action: The Changing Face of Retail Stores
- Introduction
- Who Will Be Channel Captain?
- Which Type of Channel Should Be Used?
- Which Kind of Middlemen Should Be
Biography
Bruce Wrenn, Phylis M Mansfield
