عنوان

Marketing planning, 2005-2006 /

0080546560

0750666471

1136421343

1136421386

1136421394

9780080546568

9780750666473

9781136421341

9781136421389

9781136421396

0750666471

b785267

Marketing planning, 2005-2006 /

[Book]

Karen Beamish and Ruth Ashford.

Boston :

Elsevier Butterworth-Heinemann,

©2005.

1 online resource (xi, 411 pages)

"Professional diploma in marketing 2005-2006 syllabus"--Cover.

Includes bibliographical references and index.

Cover -- Table of contents -- Preface: welcome to the CIM coursebooks -- An introduction from the academic development advisor -- How to use these coursebooks -- About MarketingOnline -- Using MarketingOnline -- Unit 1: introduction to marketing planning -- Unit 1 Introduction -- The marketing planning process -- Marketing Planning in context -- Understanding the aims and objectives of Marketing Planning and achieving your learning outcomes -- The importance of reading -- Approaching the Marketing Planning examination -- An overview of the strategy and planning hierarchy -- Corporate planning -- what is it? -- Marketing strategy -- what is it? -- Planning -- what is it? -- Relationship marketing with the wider public and society -- Marketing and social responsibility -- Legislation -- The rise in consumerism -- Social response to consumerist pressure -- Ethical issues for consumers and marketers -- Ethical implications for the marketing mix -- Unit 2: the marketing audit -- Unit 2 Introduction -- Conducting a marketing audit -- Stage 1 -- Analysis of the macro environment -- Stage 2 -- Analysis of the micro environment -- Identifying key opportunities -- Developing a marketing information system -- Unit 3: marketing planning, implementation and control -- Unit 3 Introduction -- How to take the marketing audit to the planning process -- Stage 3 -- The setting of objectives -- The balanced scorecard -- Gap analysis -- Formulation of the marketing strategy -- Market segmentation and competitive positioning -- The role of a marketer in positioning -- The marketing plan -- Implementation of the marketing plan -- A supportive and effective marketing structure -- The control process -- Unit 4: promotional operations -- The marketing mix in the context of marketing planning -- Profiling marketing segments for promotional activities -- Push and pull strategy -- Promotional operations and the planning framework -- Aims and objectives of the promotional communications process -- Branding -- Brand values -- The promotional mix -- Advertising -- Advertising and the marketing mix -- Sales promotions -- Sales promotion techniques -- Retailer to consumer sales promotions -- Manufacturer to consumer sales promotions -- Public relations -- Public relations and attitude change? -- Public relations techniques -- Direct and interactive marketing -- Objectives of direct marketing -- Database marketing -- Direct marketing techniques -- Telemarketing -- Sponsorship -- Personal selling -- Unit 5: product operations -- Product operations -- Product management -- The product life cycle -- Managing the product life cycle -- Product portfolio planning tools -- New product development -- The new product development process -- The product adoption process -- Targeting decision-makers -- Unit 6: price operations -- Unit 6 Introduction -- Price perception and the customer -- Perspective of price and the organization -- Pricing in relation to demand -- Influences on price -- Correlating price with value -- Strategic pricing determinants -- Price sensitive markets as a determinant -- Pricing objectives and strategies --T$

0

Marketing planning, 2005-2006.

9780750666473

Marketing-- Planning-- Examinations, Study guides.

BUSINESS & ECONOMICS-- Green Business.

Marketing-- Planning.

BUS-- 094000

Beamish, Karen.

Ashford, Ruth.

Chartered Institute of Marketing.

20201206231348.0

pn

[Book]

Y