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Biblioteca

MARC Lista (tabellare)
L'analyse pestel et le macroenvironnement : comprendre son milieu et anticiper son évolution / / Thomas Del Marmol ; avec la collaboration de Brigitte Feys
L'analyse pestel et le macroenvironnement : comprendre son milieu et anticiper son évolution / / Thomas Del Marmol ; avec la collaboration de Brigitte Feys
Autore Del Marmol Thomas
Pubbl/distr/stampa [Place of publication not identified] : , : 50Minutes, , [2015]
Descrizione fisica 1 online resource (38 p.)
Disciplina 658.802
Collana Gestion & Marketing
Soggetto topico Marketing - Planning
Soggetto genere / forma Electronic books.
ISBN 2-8062-6414-6
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione fre
Record Nr. UNINA-9910467055503321
Del Marmol Thomas  
[Place of publication not identified] : , : 50Minutes, , [2015]
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
L'analyse pestel et le macroenvironnement : comprendre son milieu et anticiper son évolution / / Thomas Del Marmol ; avec la collaboration de Brigitte Feys
L'analyse pestel et le macroenvironnement : comprendre son milieu et anticiper son évolution / / Thomas Del Marmol ; avec la collaboration de Brigitte Feys
Autore Del Marmol Thomas
Pubbl/distr/stampa [Place of publication not identified] : , : 50Minutes, , [2015]
Descrizione fisica 1 online resource (38 p.)
Disciplina 658.802
Collana Gestion & Marketing
Soggetto topico Marketing - Planning
ISBN 2-8062-6414-6
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione fre
Record Nr. UNINA-9910796275403321
Del Marmol Thomas  
[Place of publication not identified] : , : 50Minutes, , [2015]
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
L'analyse pestel et le macroenvironnement : comprendre son milieu et anticiper son évolution / / Thomas Del Marmol ; avec la collaboration de Brigitte Feys
L'analyse pestel et le macroenvironnement : comprendre son milieu et anticiper son évolution / / Thomas Del Marmol ; avec la collaboration de Brigitte Feys
Autore Del Marmol Thomas
Pubbl/distr/stampa [Place of publication not identified] : , : 50Minutes, , [2015]
Descrizione fisica 1 online resource (38 p.)
Disciplina 658.802
Collana Gestion & Marketing
Soggetto topico Marketing - Planning
ISBN 2-8062-6414-6
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione fre
Record Nr. UNINA-9910824381403321
Del Marmol Thomas  
[Place of publication not identified] : , : 50Minutes, , [2015]
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Creating market insight [[electronic resource] ] : how firms create value from market understanding / / Brian D Smith, Paul G. Raspin
Creating market insight [[electronic resource] ] : how firms create value from market understanding / / Brian D Smith, Paul G. Raspin
Autore Smith Brian D (Brian David), <1961->
Pubbl/distr/stampa Chichester, England ; ; Hoboken, NJ, : John Wiley & Sons, c2008
Descrizione fisica 1 online resource (334 p.)
Disciplina 658.8/02
Altri autori (Persone) RaspinPaul G
Soggetto topico Marketing - Management
Marketing - Planning
Problem solving
Organizational effectiveness
ISBN 1-119-20778-9
1-282-34980-5
9786612349805
0-470-77306-5
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Creating Market Insight; Contents; Preface; Acknowledgements; 1: Success, strategy and understanding; 2: The difficulty of gaining insight; 3: How well do you understand your business environment?; 4: What does market insight look like?; 5: What do real managers do to understand the environment?; 6: Understanding and assessing the complexity and turbulence of a market; 7: What is the best way to understand the business environment?; 8: Putting it together - how firms create insight; 9: From insight to value; References; Index of figures; Index of tables; Index
Record Nr. UNINA-9910146104303321
Smith Brian D (Brian David), <1961->  
Chichester, England ; ; Hoboken, NJ, : John Wiley & Sons, c2008
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Creating market insight : how firms create value from market understanding / / Brian D Smith, Paul G. Raspin
Creating market insight : how firms create value from market understanding / / Brian D Smith, Paul G. Raspin
Autore Smith Brian D (Brian David), <1961->
Edizione [1st ed.]
Pubbl/distr/stampa Chichester, England ; ; Hoboken, NJ, : John Wiley & Sons, c2008
Descrizione fisica 1 online resource (334 p.)
Disciplina 658.8/02
Altri autori (Persone) RaspinPaul G
Soggetto topico Marketing - Management
Marketing - Planning
Problem solving
Organizational effectiveness
ISBN 1-119-20778-9
1-282-34980-5
9786612349805
0-470-77306-5
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Creating Market Insight; Contents; Preface; Acknowledgements; 1: Success, strategy and understanding; 2: The difficulty of gaining insight; 3: How well do you understand your business environment?; 4: What does market insight look like?; 5: What do real managers do to understand the environment?; 6: Understanding and assessing the complexity and turbulence of a market; 7: What is the best way to understand the business environment?; 8: Putting it together - how firms create insight; 9: From insight to value; References; Index of figures; Index of tables; Index
Record Nr. UNINA-9910810912303321
Smith Brian D (Brian David), <1961->  
Chichester, England ; ; Hoboken, NJ, : John Wiley & Sons, c2008
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Essential guide to marketing planning / / Marian Burk Wood
Essential guide to marketing planning / / Marian Burk Wood
Autore Wood Marian Burk
Edizione [Fourth edition.]
Pubbl/distr/stampa Harlow, England ; ; New York, United States : , : Pearson, , [2017]
Descrizione fisica xxiii, 302p. : ill. (b&w)
Disciplina 658.802
Soggetto topico Marketing - Planning
ISBN 1-292-18638-0
1-292-11754-0
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Cover -- Brief Contents -- Contents -- Preface -- About the author -- Acknowledgements -- 1 Introduction to marketing planning -- Chapter preview: Marketing at Primark® -- The role of marketing planning -- The benefits of marketing planning -- Marketing in practice: Red Nose Day® -- The dynamic marketing plan -- The process of marketing planning -- Stage 1: Analyse the current situation -- Stage 2: Research and analyse markets and customers -- Essential checklist No. 1: Situational analysis -- Stage 3: Determine segmentation, targeting and positioning -- Stage 4: Set marketing plan direction and objectives -- Stage 5: Plan strategies, programmes and support -- Product and branding -- Marketing in practice: Nestlé KitKat® -- Price -- Channel and logistics -- Marketing communications and influence -- Marketing support -- Stage 6: Plan to measure progress and performance -- Stage 7: Implement, control and evaluate the plan -- Documenting a marketing plan -- Internal audit: The starting point for planning -- Three levels of planning for strategy -- Marketing and the mission statement -- Marketing in practice: Walmart® -- Essential checklist No. 2: The mission statement -- Chapter summary -- A closer look: Marketing at Primark® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 2 Analysing the current situation -- Chapter preview: Marketing at Loreal -- Environmental scanning and analysis -- Internal audit: identifying strengths and weaknesses -- External audit: identifying opportunities and threats -- SWOT analysis -- Marketing in practice: Experian® -- Analysing the internal environment -- Organisational resources and capabilities -- Current offerings -- Previous performance -- Marketing in practice: Coles® -- Business relationships -- Key issues -- Essential checklist No. 3: The internal environment.
Analysing the external environment -- Political factors -- Economic factors -- Social, cultural and ethical factors -- Technological factors -- Legal factors -- Ecological factors -- Competitive factors -- Marketing in practice: Michelin® -- Essential checklist No. 4: The external environment -- Chapter summary -- A closer look: Marketing at Loreal -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 3 Analysing customers and markets -- Chapter preview: Marketing at Ryanair® -- Analysing consumer and business markets -- Market definition -- Market changes -- Market share -- Marketing in practice: Specsavers® -- Analysing customers in consumer markets -- Characteristics and needs -- Cultural elements -- Social connections and opinion leaders -- Personal elements -- Marketing in practice: Nappies in China -- Essential checklist No. 5: Analysing customers in consumer markets -- Analysing customers in business markets -- Characteristics and needs -- Organisational and environmental considerations -- Internal and external relationships -- Marketing in practice: Samsung® Electronics -- Essential checklist No. 6: Analysing customers in business markets -- Researching markets and customers -- Primary and secondary research data -- Conducting marketing research -- Chapter summary -- A closer look: Marketing at Ryanair® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 4 Segmenting, targeting and positioning -- Chapter preview: Marketing at Nike® -- Benefits of segmentation, targeting and positioning -- The market segmentation process -- Choose the market -- Apply segmentation variables in consumer markets -- Marketing in practice: Whitbread's Premier Inn® -- Apply segmentation variables in business markets -- Marketing in practice: BASF® -- Evaluate and select segments for targeting.
Essential checklist No. 7: Evaluating market segments -- The targeting process -- Undifferentiated marketing -- Differentiated marketing -- Marketing in practice: BMW® Group -- Concentrated marketing -- Individualised marketing -- Segment personas -- The positioning process -- Deciding on differentiation -- Applying positioning -- Essential checklist No. 8: Planning for positioning -- Chapter summary -- A closer look: Marketing at Nike® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 5 Planning direction and objectives -- Chapter preview: Marketing at Lego® Group -- Marketing plan direction -- Growth strategies -- Non-growth strategies -- Marketing plan objectives -- Types of objectives -- Financial objectives -- Marketing objectives -- Marketing in practice: Danone® -- Societal objectives -- Marketing in practice: Bring back the bees -- Characteristics of effective objectives -- Marketing in practice: Hyundai® -- Essential checklist No. 9: Evaluating objectives -- From objectives to marketing-mix decisions -- Chapter summary -- A closer look: Marketing at Lego® Group -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 6 Planning for products and brands -- Chapter preview: Marketing at Reckitt Benckiser® -- Planning for products -- Product-mix and product-line decisions -- Cannibalisation -- Marketing in practice: Competition and cannibalisation -- Limited-time and limited-edition products -- Product life-cycle decisions -- New product development decisions -- Marketing in practice: Tesla Motors® -- Product attribute decisions -- Quality and performance decisions -- Feature and benefit decisions -- Design decisions -- Packaging and labelling decisions -- Essential checklist No. 10: Planning for products -- Planning for brands -- Brand identity -- Marketing in practice: Private brands -- Brand meaning.
Brand response -- Brand relationship -- Rebranding -- Essential checklist No. 11: Planning for brands -- Chapter summary -- A closer look: Marketing at Reckitt Benckiser® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 7 Planning for pricing -- Chapter preview: Marketing at IKEA® -- Understanding price and value -- Perceptions of value -- Marketing in practice: LVMH® -- Pricing based on value -- Analysing influences on pricing decisions -- Internal influences -- Organisational and marketing plan objectives -- Costs -- Targeting and positioning -- Marketing in practice: Poundland® -- Product decisions and life cycle -- Marketing-mix decisions -- Essential checklist No. 12: Pricing through the product life cycle -- External influences -- Customers -- Market and demand -- Marketing in practice: Walt Disney® -- Competition -- Channel members -- Legal, regulatory, ethical and sustainability considerations -- Making pricing decisions -- Setting pricing objectives -- Pricing new products -- Pricing multiple products -- Adapting prices -- Planning for prices to vary -- Chapter summary -- A closer look: Marketing at IKEA® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 8 Planning for channels and logistics -- Chapter preview: Marketing at Burberry® -- Analysing the value chain -- The value chain for services -- Flows and responsibilities in the value chain -- Reverse channels -- Planning for channels -- Marketing in practice: Uniqlo® -- Channel length decisions -- Marketing in practice: Amazon.com -- Channel member decisions -- Retail trends -- Marketing in practice: Pop-up shops -- Essential checklist No. 13: Planning for marketing channels -- Planning for logistics -- Inventory decisions -- Storage decisions -- Transportation decisions -- Order processing and fulfilment decisions.
Essential checklist No. 14: Planning for logistics -- Chapter summary -- A closer look: Marketing at Burberry® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 9 Planning for communications and influence -- Chapter preview: Marketing at Hyundai® -- The role of marketing communications and influence -- Word of mouth and buzz marketing -- Understanding marketing communications tools -- Advertising -- Sales promotion -- Personal selling -- Direct marketing -- Public relations -- Marketing in practice: Unilever® -- Developing a plan for marketing communications and influence -- Define the target audience -- Set the objectives and the budget -- Consider legal, regulatory, social and ethical issues -- Plan for tools, messages and media -- Plan for pre- and post-implementation analysis -- Schedule, implement and evaluate the campaign -- Marketing in practice: Neuromarketing and advertising -- Integrated marketing communications -- Planning advertising -- Planning messages -- Planning media -- Essential checklist No. 15: Planning for media -- Planning sales promotion -- Planning for customer sales promotion -- Marketing in practice: Birchbox® -- Planning for channel and sales force sales promotion -- Essential checklist No. 16: Planning for sales promotion -- Planning personal selling -- Planning direct marketing -- Planning public relations -- Defining the 'public' -- Planning and evaluating PR activities -- Chapter summary -- A closer look: Marketing at Hyundai® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 10 Planning for digital, social media and mobile marketing -- Chapter preview: Marketing at Domino's® -- Planning for digital marketing -- Digital advertising and ad blockers -- Websites and optimisation -- Content marketing -- Essential checklist No. 17: Planning for content marketing.
E-mail and chat marketing.
Record Nr. UNINA-9910160277903321
Wood Marian Burk  
Harlow, England ; ; New York, United States : , : Pearson, , [2017]
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Essential guide to marketing planning / / Marian Burk Wood
Essential guide to marketing planning / / Marian Burk Wood
Autore Wood Marian Burk
Edizione [Third edition.]
Pubbl/distr/stampa Harlow : , : Pearson Education Limited, , 2013
Descrizione fisica 1 online resource (xxiii, 299 pages) : illustrations
Disciplina 658.802
Soggetto topico Marketing - Planning
ISBN 9781299803459
1299803458
9780273773672
0273773674
9780273794837
9780273773634
0273773631
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Introduction to markteing planning today -- Analysing the current situation -- Analysing customers and markets -- Segmenting, targeting and positioning -- Planning direction and objects -- Planning for products and brands -- Planning for pricing -- Planning for channels and logistics -- Planning for communications and influence -- Supporting the marketing mix -- Planning metrics and performance measurement -- Planning implementation and control -- Appendix: Sample marketing plan : Lost Legends Luxury Chocolatier.
Altri titoli varianti Marian Burk Wood's essential guide to marketing planning
Marketing planning
Record Nr. UNINA-9910150215603321
Wood Marian Burk  
Harlow : , : Pearson Education Limited, , 2013
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Malcolm McDonald on marketing planning : understanding marketing plans and strategy / / Malcolm McDonald
Malcolm McDonald on marketing planning : understanding marketing plans and strategy / / Malcolm McDonald
Autore McDonald Malcolm
Edizione [Second edition.]
Pubbl/distr/stampa London, [England] ; ; New York, New York ; ; New Delhi, India : , : Kogan Page, , 2017
Descrizione fisica 1 online resource (192 pages) : illustrations, tables
Disciplina 658.8/02
Soggetto topico Marketing - Planning
Marketing - Management
ISBN 0-7494-7822-5
Classificazione BUS043000BUS063000
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNINA-9910148601703321
McDonald Malcolm  
London, [England] ; ; New York, New York ; ; New Delhi, India : , : Kogan Page, , 2017
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
The marketing plan handbook / / Marian Burk Wood
The marketing plan handbook / / Marian Burk Wood
Autore Wood Marian Burk
Edizione [Fifth, International edition.]
Pubbl/distr/stampa Harlow, England : , : Pearson, , [2014]
Descrizione fisica 1 online resource (214 pages) : illustrations
Disciplina 658.802
Collana Always learning
Soggetto topico Marketing - Planning
ISBN 1-292-03490-4
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Cover -- Table of Contents -- 1. Marketing Planning: New Pace, New Possibilities -- 2. Analyzing the Current Situation -- 3. Understanding Markets and Customers -- 4. Segmenting, Targeting, and Positioning -- 5. Planning Direction, Objectives, and Marketing Support -- 6. Developing Product and Brand Strategy -- 7. Developing Channel and Logistics Strategy -- 8. Developing Pricing Strategy -- 9. Developing Marketing Communications and Influence Strategy -- 10. Planning Metrics and Implementation Control -- Index.
Record Nr. UNINA-9910153108203321
Wood Marian Burk  
Harlow, England : , : Pearson, , [2014]
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Marketing planning : strategy, environment and context / / Jim Blythe and Phil Megicks
Marketing planning : strategy, environment and context / / Jim Blythe and Phil Megicks
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
Blythe Jim  
Harlow, England : , : Financial Times/Prentice Hall, , [2010]
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui