Marketing planning by design : systematic planning for successful marketing strategy /

Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under constant review by customers, market...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Strauss, Ralf E.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Chichester, England ; Hoboken, NJ : Wiley, ©2008.
Temas:
Marketing > Management.
Strategic planning.
Marketing > Gestion.
Planification stratégique.
BUSINESS & ECONOMICS > Green Business.
Marketing > Management
Strategic planning
Marketingpolitik.
Strategische Unternehmensplanung.
Aufbauorganisation.
Werbeplanung.
Kostenmanagement.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • CHAPTER 7: PHASE 3: STRATEGIC MARKETING PLANNINGCHAPTER 8: PHASE 4: PROGRAM STRATEGY; CHAPTER 9: PHASE 5: INTEGRATED MARKETING COMMUNICATION PLANNING (CAMPAIGN PLANNING); CHAPTER 10: PHASE 6: CAMPAIGN DEVELOPMENT AND EXECUTION; CHAPTER 11: PHASE 7: ANALYSIS AND REPORTING; PART III: IMPLEMENTATION; CHAPTER 12: IMPLEMENTING MARKETING PLANNING; PART IV: OUTLOOK; CHAPTER 13: MARKETING PLANNING 2.0; APPENDIX: WORKSHEETS FOR MARKETING PLANNING; A.1 MARKETING PROGRAM: DETAILS (PROGRAM BOOK); A.2 AGENCY BRIEFING DOCUMENT (DIRECT MARKETING EXAMPLE); BIBLIOGRAPHY; ACKNOWLEDGMENTS; TABLE OF FIGURES.

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