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Author:   John Dawes
Publisher:   SAGE Publications India Pvt Ltd
Imprint:   SAGE Publications India Pvt Ltd
ISBN:  

9789354794827

ISBN 10:   9354794823
Pages:   284
Publication Date:   15 June 2022
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   To order  
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Table of Contents

Praise for the Book Preface: Why Another Book on Marketing Planning and Strategy? Acknowledgements Planning Introduction: Is It Good to Do Formal Planning? The Front-End of a Plan: The Executive Summary The Internal Analysis The Global Environment Analysis The Market Environment Analysis Bringing the Analyses Together: SWOT Objectives and Assumptions Marketing Strategy Marketing Programme Marketing Budget Key Metrics and Market Research How to Construct Good Tables and Graphs for Your Marketing Plan Marketing Planning Scenarios, with Tasks Marketing Planning and Ethics Prominent Strategy Models in Marketing Empirical Generalisations and Their Link to Marketing Planning Management Beliefs and Biases, and What They Mean for Marketing Planning and Strategy References Index

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Author Information

John Dawes is a Professor of Marketing at UniSA Business and an Associate Director of the Ehrenberg-Bass Institute for Marketing Science with a long-standing interest in buyer behavior and brand performance metrics, customer loyalty, pricing, as well as how knowledge about buyers, and competitors translates into competitive strategy.  John has conducted research projects for global corporations including HSBC, Mars Inc., Unilever, Brown-Forman, Glaxo SmithKline and Gustav Paulig and co-authored a wide ranging review of pricing practices commissioned by the UK Office of Fair Trading. He has published research in leading journals including Journal of Retailing, Journal of Service Research, Journal of Business Research, European Journal of Marketing and Marketing Letters among others.

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