The Marketing Manual
Routledge, 1998 - Business & Economics - 279 pages
The Marketing Manual is a step-by-step guide to solving your marketing problem. Through questions, practical examples and mini-case studies, this book demonstrates how to prepare your marketing plan.
The Marketing Manual addresses the 3 fundamental questions facing the business planner: *where are we now? *where do we want to go? *how do we get there? The workbook elaborates on these essential questions helping you to address your own marketing problem and work through to the preparation of an operational marketing plan.
· This is not a theory book but a manual that trains the student in the application of key marketing concepts to solving real marketing problems or completing a degree or diploma level project
· Based on a powerful diagrammatic approach backed by exercises (including matrices, self-tests, checklists) and model answers creating a framework for using the 'tools' of analysis
· Written by one of the UK's leading marketing academics for his undergraduate and professional students to complete their marketing project course work
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Chapter 1 Strategic marketing planning
Chapter 2 Problem solving and decision making
Chapter 3 Developing a marketing orientation
Chapter 4 Marketing and competitive success
Chapter 5 The marketing appreciation
Chapter 6 Where do we want to go?
Chapter 7 How do I get there?
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achieve activities advertising analysis approach assumptions audit Barnstaple Company basic beneﬁts buyer channel Chapter characteristics competitive advantage competitor analysis competitors complete concept consumer core strategy cost critical path critical success factors customer needs decision maker deﬁne deﬁnition diaries differentiation distribution Economic elements environmental environmental scanning ETOM evaluation Exercise experience ﬁrm firm’s ﬁrst follows function identify impact implementation important individual industry long-term major manufacturing market segmentation marketing mix Marketing myopia marketing orientation marketing strategy matrix measure novelty lines objectives organization perceptual map perfect information performance PEST analysis position position Market problem product development product policy proﬁt proﬁtability promotion purchase ranking ranking reﬂect scales score selecting selling skills and competences speciﬁc statement Step Strategy and Management structure SWOT analysis Table Target market Team threat Thurstone scales Total