How to Prepare a Marketing Plan: A Guide to Reaching the Consumer MarketGower Publishing, Ltd., 1998 - 332 pagine Marketing is today more a management style than a group of activities under a department head, and is absolutely central to the success of a company as a whole. This has informed the revisions to this fifth edition throughout. Most of the earlier content is retained in an updated form, but a new structure has been introduced and a section on implementation included for the first time. All aspects of the planning process are covered, from analysing market share and deciding marketing strategy, to specific elements of the marketing mix - campaign planning, media evaluation, sales promotion, publicity, packaging and PR. An especially valuable feature is the charts and forms, over 150 of them, which are used throughout to clearly illustrate the planning process. |
Parole e frasi comuni
ABC1 achieve action advertising expenditure analysis appropriate ARITHMETIC MEAN assess assets audit brand management Budget Actual campaign cash cent channels communications company's competitive competitors consumer contingency cost centres customer service Date decision demand detailed discount distribution effective elasticity ensure established expense factors Figure forecast function future GMTV Gross margin growth implementation incentive marketing increase industry investment manufacturer marginal cost market segment market share MARKET SHARES ANALYSIS marketing executive marketing information marketing manager marketing mix marketing plan Marketing research marketing strategy measured monitoring necessary operation opportunities outlets packaging penetration period possible potential Prepared Product group product life cycle programme Public relations purchase ratios responsible sales force Sales promotion sales revenue sales volume salesperson standard suppliers SWOT analysis Tactics Media television total market trade unique selling proposition variable costs
Riferimenti a questo libro
Marketing: The One-semester Introduction Geoffrey Lancaster,Paul Reynolds Anteprima non disponibile - 2002 |