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Marketing Planning, 1st Edition

Sally Dibb, Dr. Lyndon Simkin

  • Copyright 2008
  • {{checkPublicationMessage('Published', '2008-03-12T00:00:00+0000')}}
Starting At $57.95 See pricing and ISBN options
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Marketing Planning 1st Edition by Sally Dibb/Dr. Lyndon Simkin
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Meet the Authors

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Sally Dibb

Sally Dibb is Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK.

Dr. Lyndon Simkin

Lyndon Simkin is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK.

Features

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  • Practical 'how to' exposition of all elements of the Marketing Planning process
  • A set of tried and tested proformas/ templates is provided in the book & on the CWS
  • Examines various approaches to Marketing Planning, eg SOSTAC (Situational analysis, Objectives, Strategies, Target market decisions, Action plan, Controls and evaluation), ASP (Analysis, Strategy Decisions, Programmes for implementation)
  • Range of cases from different sectors, Fujitsu, St Andrew's Healthcare, JCB & InterContinental Hotels
  • Well-known author team, authors of first European adaptation of a Principles of Marketing text

Table of Contents

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PART I: PERSPECTIVE TO MARKETING PLANNING
1. Marketing Planning
PART 2: THE MARKETING PLANNING PROCESS
2. Existing Markets/Sectors
3. Market Trends and the Marketing Environment
4. SWOT: Strengths, Weaknesses, Opportunities and Threats
5. Customer Needs, Expectations and Buying Processes
6. Competition and Competitors' Strategies
7. The Strength of the Portfolio and Future Directions
8. Marketing Strategy
9. Strategy Recommendations
10. Marketing Objectives and Gap Analysis
11. Required Marketing Programmes
12. Resources, Schedules and Responsibilities
13. Additional Implications, On-going Needs and
Monitoring the Marketing Plan's Effectiveness
14. Controlling Implementation of the Marketing Plan
PART 3: THE MARKETING PLAN
15. The Marketing Plan Document
PART 4: Managing Marketing Planning
16. Identifying, Diagnosing and Treating Blockers To Progress
PART 5: APPLIED ILLUSTRATIONS - CASES
17. Appreciating How to Undertake Marketing Planning in Practice

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  • ISBN-10: 1408055856
  • ISBN-13: 9781408055854
  • RETAIL $57.95

  • ISBN-10: 1844807827
  • ISBN-13: 9781844807826
  • RETAIL $99.95
Instructor Next Steps
Students: Buy now