Marketing Planning
Strategy, Environment & Context
By Jim Blythe & Phil Megickis
Pearson Education
July 2010
ISBN: 9780273724711
270 Pages, Illustated
$89.50 Paper original
Marketing Planning provides an overview of the essential elements of marketing planning with a particular emphasis on the components of the marketing planning process, whilst highlighting the three core themes of environment, strategy and context. The book features an innovative running case study which follows a company through the entire process of marketing planning, stage by stage and chapter by chapter, finishing with a completed marketing plan.
Table of contents
Chapter One: Marketing and Marketing Planning
Chapter Two: Marketing Plans and Objectives
Chapter Three: Drivers of Marketing Planning
Chapter Four: The Marketing Audit
Chapter Five: Analysing the External Environment
Chapter 6: Analysing the Internal Environment
Chapter Seven: Identifying Marketing Strategies
Chapter Eight: Segmentation Strategy
Chapter Nine: Segmenting Markets
Chapter Ten: Targeting
Chapter Eleven: Positioning
Chapter Twelve: Implementing Marketing Plans
Chapter Thirteen: Adapting Marketing Planning to Context