| 紀錄類型: |
書目-語言資料,印刷品
: 單行本
|
| 副題名: |
a practical introduction |
| 作者: |
DawesJohn, |
| 出版地: |
London |
| 出版者: |
SAGE; |
| 出版年: |
2021 |
| 面頁冊數: |
xvii, 271 p.ill. : 24 cm.; |
| 標題: |
Marketing - Management - |
| 標題: |
Marketing - Planning - |
| 摘要註: |
"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."--Provided by publisher |
| ISBN: |
978-1-5297-6013-2pbk. |
| 內容註: |
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 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 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 |