The Marketing Manual

Front Cover
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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Contents

Chapter 1 Strategic marketing planning
1
Chapter 2 Problem solving and decision making
17
Chapter 3 Developing a marketing orientation
36
Chapter 4 Marketing and competitive success
51
Chapter 5 The marketing appreciation
59
Chapter 6 Where do we want to go?
105
Chapter 7 How do I get there?
148
Chapter 8 How will I know when Ive arrived?
188
Appendix A Solutions to exercises
197
Appendix B Extra copies of exercises
224
References
273
Index
277
Copyright

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