CIM Coursebook 03/04 Marketing PlanningEach coursebook includes access to MARKETINGONLINE, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the coursebook * Receive regular tutorials on key topics * Search the coursebook online for easy access to definitions and key concepts |
Contents
Unit 1
Introduction to marketing planning | 1 |
Unit 2
The marketing audit | 23 |
Unit 3
Marketing planning implementation and control | 51 |
Unit 4
Promotional operations | 97 |
Unit 5
Product operations | 137 |
Unit 6
Price operations | 162 |
Unit 7
Place operations | 179 |
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Common terms and phrases
achieve advertising analysis Ansoff matrix approach appropriate areas balanced scorecard basis benefits brand budget buyers cent channel charities competitive advantage competitors components consider consumer context corporate costs customer needs Debriefing Question defined delivery demand direct marketing distribution easyJet economic effectively elements ensure environmental environmental scanning essential evaluate example external factors FMCG focus global growth identify impact implementation important increase internal marketing Internet involved issues Kellogg's manufacturer market share marketing activities marketing audit marketing communications marketing environment marketing manager marketing mix marketing objectives marketing plan marketing strategy module operational opportunities organization organizational overall perspective planning process positioning potential pricing objectives product development product life cycle profit promotional mix purchase range relation relationship marketing retail role sales promotions significant specific sponsorship success supplier sustainable competitive advantage SWOT analysis syllabus target ultimately understanding unit