| Autore |
Blythe Jim
|
| Edizione | [First edition.] |
| Pubbl/distr/stampa |
Harlow, England : , : Financial Times/Prentice Hall, , [2010]
|
| Descrizione fisica |
1 online resource (289 páginas)
|
| Disciplina |
658.8/02
|
| Soggetto topico |
Marketing - Planning
|
| ISBN |
1-5129-3960-9
1-282-66405-0
9786612664052
0-273-72472-X
|
| Formato |
Materiale a stampa  |
| Livello bibliografico |
Monografia |
| Lingua di pubblicazione |
eng
|
| Nota di contenuto |
Cover -- 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.
Macro-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.
Generic 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.
|
| Record Nr. | UNINA-9910150240803321 |
Info
Essentials of marketing / / Jim Blythe, Jane Martin
