Overview

Marketing today is more a management style than a group of activities under a department head, and is central to the success of a company as a whole, according to the authors. Aspects of planning are covered, from analyzing market share and deciding marketing strategy, to specific elements of the marketing mix - campaign, planning, media evaluation, sales promotion, publicity, packaging and PR.

Full Product Details

Author:   John Stapleton ,  M. J. Thomas ,  Michael J. Thomas (Professor of Marketing, University of Strathclyde)
Publisher:   Taylor & Francis Ltd
Imprint:   Gower Publishing Ltd
Edition:   5th Revised edition
Dimensions:   Width: 25.40cm , Height: 2.70cm , Length: 17.70cm
Weight:   0.725kg
ISBN:  

9780566077845

ISBN 10:   0566077841
Pages:   352
Publication Date:   12 February 1998
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In stock  
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Table of Contents

Part I Laying the foundations: auditing the company's competitiveness; collecting marketing information; segmenting the market and the customer audit; analyzing market shares; appraising the competition. Part 2 Building the plan: deciding marketing objectives and developing marketing strategies; the product plan; formulating an action plan; the promotion plan; the pricing plan; distribution plan; controls. Part 3 Implementation: constraints in the implementation of marketing planning - marketing information and marketing organization - their management; implementing the marketing plan.

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