LEADER 07301nam 2200625 450 001 9910150240803321 005 20221209120028.0 010 $a1-5129-3960-9 010 $a1-282-66405-0 010 $a9786612664052 010 $a0-273-72472-X 035 $a(CKB)2670000000035286 035 $a(SSID)ssj0000439396 035 $a(PQKBManifestationID)12141162 035 $a(PQKBTitleCode)TC0000439396 035 $a(PQKBWorkID)10464070 035 $a(PQKB)10671191 035 $a(MiAaPQ)EBC4849550 035 $a(MiAaPQ)EBC5174084 035 $a(MiAaPQ)EBC5833548 035 $a(MiAaPQ)EBC5137371 035 $a(Au-PeEL)EBL5137371 035 $a(CaONFJC)MIL266405 035 $a(OCoLC)1027202699 035 $a(EXLCZ)992670000000035286 100 $a20190821d2010 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aMarketing planning $estrategy, environment and context /$fJim Blythe and Phil Megicks 205 $aFirst edition. 210 1$aHarlow, England :$cFinancial Times/Prentice Hall,$d[2010] 210 4$dİ2010 215 $a1 online resource (289 pa?ginas) 300 $aIncludes index. 311 $a0-273-72471-1 320 $aIncludes bibliographical references and index. 327 $aCover -- Marketing Planning -- Brief contents -- Contents -- Preface -- Guided tour -- Acknowledgements -- Introducing the running case study: The Eden Garden Tools Company Ltd -- Part 1 Introduction to Marketing Planning -- Marketing and marketing planning -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Marketing as a business philosophy -- Marketing and other business functions -- Relationships in marketing-oriented firms -- Competitive advantage and the management of exchange -- The purpose of marketing planning -- The role of the marketer in planning -- Stages of the marketing planning process -- Content and structure of a marketing plan -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: JJB Sports -- References -- Marketing plans and objectives -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Corporate objectives -- Other objectives -- Marketing plans and corporate plans -- Aims and objectives -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Richer Sounds -- References -- Drivers of marketing planning -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Planning and the marketing environment -- The resource-based view -- The market-driving approach to strategy -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Toyota -- References -- Part 2 Environmental Analysis -- The marketing audit -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Elements of the audit -- Practicalities of undertaking a marketing audit -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Thomson Holidays -- References -- Analysing the external environment -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Modelling the external environment. 327 $aMacro-environmental influences on planning -- Competitor analysis -- Researching the marketing environment -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: BAE Systems -- References -- Analysing the internal environment -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Undertaking internal analysis -- Organisational structures and systems -- Assessing marketing productivity -- Resources, competencies and capabilities -- Audit analysis -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Iveco -- References -- Identifying marketing strategies -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- The planning gap -- Collaborating with competitors -- Marketing strategy in a recession -- International market entry strategies -- Evaluating strategies through SWOT analysis -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: AeroMexico -- References -- Part 3 Marketing Strategy through Segmentation -- Segmentation strategy -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Defining marketing boundaries -- Strategic issues in segmentation -- Strategic evaluation of segments -- Marketing strategies for marketing objectives -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Boutique Caravans -- References -- Segmenting markets -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Segmenting the market -- Segmenting business markets -- The nested approach to segmentation -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: BMI -- References -- Targeting -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Assessing segments -- Targeting multiple segments -- Targeting decisions -- Targeting marginal segments. 327 $aGeneric targeting strategies -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Balfour Beatty -- References -- Positioning -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Perception and positioning -- Positioning and the marketing mix -- Positioning multiple brands -- Repositioning -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Bulmer's Cider -- References -- Part 4 Marketing Planning in Context -- Implementing marketing plans -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Implementing the plan -- Translating strategy into tactics -- Strategy and organisational structure -- Implementation and change -- Budgeting -- Monitoring and evaluating marketing performance -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Organising Honda -- References -- Adapting marketing planning to context -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Planning in business-to-business markets -- Globalisation strategy -- Non-profit marketing -- Internal marketing -- Services marketing -- Planning in SMEs -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: The Real Seed Catalogue -- References -- Marketing plan for The Eden Garden Tools Company Ltd: 2010-2014 -- Glossary -- Index. 330 $aMarketing Planning provides an overview of the essential elements of marketing planning with a particular emphasis on the components of the marketing planning process, whilst highlighting the three core themes of environment, strategy and context. The book features an innovative running case study which follows a company through the entire process of marketing planning, stage by stage and chapter by chapter, finishing with a completed marketing plan. 606 $aMarketing$xPlanning 615 0$aMarketing$xPlanning. 676 $a658.8/02 700 $aBlythe$b Jim$0330406 702 $aMegicks$b Phil 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910150240803321 996 $aMarketing planning$92984128 997 $aUNINA