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Zusammenfassung THE CLASSIC guide to develop a marketing plancompletely updated! The newly revised Marketing Planning Guide, Third Edition is the step-by-step guide that gives you the tools to prepare an effective marketing plan for a company, product, or service. With over 50 pages of updated material, this classic textbook has the solid foundation of knowledge and philosophy of the previous editions while adding essential new information on Internet marketing, business ethics, and an illustrative sample business plan. Worksheets at the end of each chapter guide you in creating your own planonce all the worksheets are completed you will have roughed out your own complete marketing plan. The accompanying instructor's package includes a helpful manual, a detailed sample course syllabus, and a test bank featuring a multiple-choice and true-false questions for each chapter with answers. This edition of the Marketing Planning Guide contains clear tables and diagrams, is fully referenced, and has updated examples for easy understanding of concepts. It shows how to: analyze the market, consumers, the competition, and opportunities develop strategy and marketing objectives make product, place, promotional, and price decisions realize the financial impact of marketing strategies implement, audit, and control your marketing plan And now the Marketing Planning Guide, Third Edition is updated to include: extensive information on Internet marketing new examples illustrating the process a complete sample marketing plan end of chapter worksheets providing step-by-step instructions Internet data sources This is the definitive book for marketing professionals who want to use a hands on approach for learning the planning process. It will guide anyone through the steps of preparing an effective marketing plan. Inhaltsverzeichnis About the Authors Preface PART I: INTRODUCTION TO MARKETING PLANNING Chapter 1. The Importance of Marketing Planning Marketing Planning in Action: Starbucks Introduction What Is Marketing? What Is Planning? Planning’s Place in the Organization The Marketing Planning Process The Marketing Plan Format Summary Chapter 2. Organizational Considerations in Marketing Planning Marketing Planning in Action: Simple Is Best Introduction Organizational Purpose Organizational Objectives and Strategies Organizing for Planning Organizational Structure Coordination and the Planning Process Organizational Structure and Market Responsiveness Summary Chapter 3. Database Marketing Planning: Getting Needed Information Marketing Planning in Action: Hyundai Motor Company Introduction Database Marketing Marketing Research Decision Making Types of Data Steps in a Marketing Research Project Summary PART II: SITUATION ANALYSIS Chapter 4. Product/Market Analysis Marketing Planning in Action: Napster and the Advent of Music File Sharing Introduction Environmental Scanning The Strategic Implications of Product/Market Analysis Sales Analysis Cost Analysis Summary Chapter 5. Consumer Analysis Marketing Planning in Action: The Antiaging Movement Introduction Market Segmentation Psyc...
