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Index
Preface and Acknowledgements
How to use this book to achieve the best results
Learning features
Tutor’s guide
An important note to the reader from the authors
Chapter 1 : Understanding the Marketing Process
The Marketing Concept1
The Marketing Function
Company Capabilities
The Role of Marketing in Business
The Marketing Environment
Customer Wants
The Marketing Mix
Confusion about What Marketing is – Veneer or Substance?
What Does the Customer Want?
Are Business-to-Business, Consumer and Service Marketing Different?6
Do You Need a Marketing Department?
References
Chapter 2 : The Marketing Planning Process: 1 The Main Steps
Introduction
What is Marketing Planning?
Why is Marketing Planning Essential?
Are We Talking About A Tactical Or A Strategic Marketing Plan?
The Effectiveness of Marketing Planning
How Marketing Planning Fits In With Corporate Planning And Other Functions
The Marketing Planning Process
What Should Appear In A Strategic Marketing Plan?
Marketing Planning Systems Design And Implementation
Requisite Strategic Marketing Planning
The Position of Key Account Planning in the Cycle
The Position of Key Account Planning in Strategic Marketing Planning
Chapter 3 : The Marketing Planning Process: 2 Removing the Myths
Naivety about Marketing Planning
Marketing Planning Systems: Design and Implementation Problems
Requisite Marketing Planning Systems
Chapter 4 : Completing the Marketing Audit: 1 The Customer and Market Audit
The Difference Between Customers and Consumers
Market Share
Pareto Effect
Market Definition and Segmentation
Market Segmentation – How to do it
Looking to the Future
Why Market Segmentation is Vital in Marketing Planning
Segmentation Case Histories
Chapter 5 : Completing the Marketing Audit: 2 The Product Audit
The Importance of the Brand
Category Management
Product Lifecycle
Diffusion of Innovation
Product Portfolio
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