The Marketing Plan in Colour
A pictorial guide for managers
(Sprache: Englisch)
Marketing planning is one of the great challenges. Dealing with this subject, this illustrated book is intended for marketing and other professionals.
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Produktinformationen zu „The Marketing Plan in Colour “
Marketing planning is one of the great challenges. Dealing with this subject, this illustrated book is intended for marketing and other professionals.
Klappentext zu „The Marketing Plan in Colour “
Fully updated and in full colour throughout 'The Marketing Plan in Colour: A pictorial guide for managers' is a unique approach to this complex subject, which will both aid understanding and at the same time encourage marketing and other professionals to delve deeper into the planning process. After more than fifty years of marketing theory and practice, marketing planning still remains one of the great, unconquered challenges. This challenge continues to grow as the environments in which companies operate become increasingly hostile, abrasive and dynamic. There is a growing body of evidence to show that the difference between an organization's efficiency and effectiveness (or, in planning terms, the difference between tactics and strategy) is becoming more and more important. Today, successful chief executives and management teams are grasping the absolute necessity of understanding where their companies should be going, with this direction properly articulated in plans that identify and develop those things that make a company significantly and profitably different over time. It is not difficult to spot those organizations that have not adopted this strategic planning orientation. They reorganize with regular monotony, and more and more such firms are being taken over by more enterprising ones that have learned to drive using the strategic planning approach. Such marketing planning will never be easy. Indeed, it grows more difficult by the day. Thousands of readers of the black and white version of this title (in print since 1987) testify to the easy-to-use approach illustrated by a leading cartoonist.
Inhaltsverzeichnis zu „The Marketing Plan in Colour “
Understanding the marketing process; The marketing planning process: 1; The marketing planning process: 2; The customer and market audit; The product audit; Setting marketing objectives and strategies; The communication plan: 1; The communication plan: 2; The pricing plan; Place: the distribution and customer service plan; Marketing information, forecasting and organization; Designing and implementing a marketing planning system
Autoren-Porträt von Malcolm H. B. McDonald, Peter Morris
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. NDD, ATD, is an illustrator and designer of educational and training materials, head of design and manager of the Media Service Unit, University of Sussex, co-founder and studio manager of Business Training and producer of corporate videos. Peter is co-author of Finance for Small Businesses, Total Quality Management, Selling Products and Services (all published by Butterworth-Heinemann).
Bibliographische Angaben
- Autoren: Malcolm H. B. McDonald , Peter Morris
- 2000, 96 Seiten, mit zahlreichen farbigen Abbildungen, Maße: 21 x 29,9 cm, Kartoniert (TB), Englisch
- Verlag: Butterworth-Heinemann
- ISBN-10: 0750647590
- ISBN-13: 9780750647595
Sprache:
Englisch
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