Marketing Planning

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• Product ID: Y84410950

Marketing Planning

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.

• Cases studies of internationally-recognised companies including JJB Sports, Toyota, Thomson Holidays, BMI, Bulmer's Cider and Honda show how knowledge of marketing planning can lead to more effective marketing and organisational success across a range of different contexts, sectors and industries
• Boxed examples in each chapter cover key overarching themes such as innovation, ethics and globalisation to highlight topical issues in marketing today
• ‘Talking Point’ boxes are thought-provoking and controversial in order to stimulate discussion and critical thinking
• A sample marketing plan provided in the Appendix gives students the opportunity to compare their results.
• Online resources include an Instructor’s Manual and PowerPoint slides for instructors, along with sample exam questions and weblinks for students.

Author

Jim Blythe

Phil Megicks

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Marketing Planning - Strategy, Environment and Context

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..draw up an outline e-marketing plan; evaluate and apply e-marketing principles and models..

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..by a combination of governments and citizens, and by citizens themselves. Its theme is that..

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