Feeding the Marketing Plan with Innovation and Responsability
Essay from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 82%, University of Westminster, course: BA Global Marketing , language: English, abstract: Through my three years of marketing studies, I have come to understand that marketing planning never has been the simple step-by-step approach described so enthusiastically in most prescriptive texts and courses. According to MacDonald, M (2004), the moment an organisation embarks on the marketing planning path, it can expect to encounter a number of complex organisational, attitudinal, process and cognitive problems, which are likely to block progress. In order to identify those processes and problems this paper went through an investigation of the various stages when writing a marketing plan. It also made an attempt to provide new and fresh insights for the consideration of thinking marketing plans in today’s Global environment. It made use of marketing theories and models taken from textbooks and online resources, but also practical example to further explain five main factors, in order: the consideration involved in deciding the marketing objectives, the marketing audit, principal decisions to be made when preparing a marketing plan, the main criteria for the successful implementation of the marketing plan, and the pros and cons of standardizing the marketing management process.
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__________________________________________________________________________ Source 24th November Accessed 19th Accessed 19th November Accessed 24th November Alvin Ailey Dance Ansoff Matrix Available benefit Body Shop bottom-up challenge Cirque Du Soleil companies competition analysis cons of standardization Consumers normally customer audit Daniel Lamarre decisions defined EXHIBIT firm focused functional-regional matrix Global brand Global Marketing Strategy globalization of markets Heinz’s hierarchy of objectives Hollensen imagination and significant implementing marketing innovation international markets introduced Quality Managers Japanese Kotler Levitt losing marketing imagination main criteria main philosophy market share market-driven marketers need marketing audit marketing concept marketing management process marketing mix marketing objectives marketing plan process material condition McDonald network of subsidiaries online image opportunities organization organization’s product development products and markets profitability significant consumer impact Sirgy and Lee skills the ability software elements standardized products Standardizing the marketing successful implementation Swot analysis tasks Ulwick unethical United Nation Unknown Author Wilson www.icmrindia.org www.un.org Yoffie