Building a marketing plan [electronic resource] : a complete guide / Ho Yin Wong, Kylie Radel, Roshnee Ramsaran-Fowdar.

ISBN:

9781606491607

Title:

Author:

Wong, Ho Yin.

Personal Author:

Wong, Ho Yin.

Edition:

1st ed.

Publication Information:

Physical Description:

1 online resource (xiv, 221 pages) : illustrations.

Series:

Marketing strategy collection,

Contents:

1. Introduction to marketing planning -- 2. The situation analysis -- 3. Analyzing the target market, part 1, marketing research -- 4. Analyzing the target market, part 2, consumer behavior and the target marketing process (segmentation, targeting, and positioning) -- 5. Marketing objectives and strategy formulation -- 6. Planning for products and brands -- 7. Planning for pricing -- 8. Planning for integrated marketing communications -- 9. Planning for distribution channels and market logistics -- 10. Marketing implementation and control -- Appendix: Pindari Boomerang Factory marketing plan example -- Notes -- References -- Index.

Local Note:

eBooks on EBSCOhost

Subject Term:

Marketing -- Planning.

Marketing -- Management.

Added Author:

Radel, Kylie.

Ramsaran-Fowdar, Roshnee.

Added Corporate Author:

Business Expert Press.

Format:

Electronic Resources

Electronic Access:

Click here to view

Publication Date:

2011

Publication Information:

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
658.8 22	1:E-BOOK	1	1:ONLINE	Searching... Unknown

Bound With These Titles

On Order

Summary

The book aims to provide a comprehensive, holistic and practical framework for readers who are interested or involved in developing a marketing plan so that they can appreciate various marketing concepts and put them together in an easy to read guide. Demanding and savvy customers along with a turbulent marketing environment, require marketers to be highly sensitive to the environmental monitoring systems capable of identifying the latest marketing trends and opportunities and threats at an early stage. In response to these issues, the proposed manuscript covers the themes of planning, implementing and controlling marketing activities, which will provide guidance to marketers and non-marketer alike, in undertaking a marketing plan. The latest research findings in the marketing area are included. This book is written for marketing students and it is the intention of the authors to make this manuscript as basic, straightforward and to the point as possible. Business practitioners will also find this book useful.