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" Marketing planning, 2005-2006 / "
Karen Beamish and Ruth Ashford.
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BL
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| Record Number
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1030897
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| Doc. No
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b785267
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| Main Entry
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Beamish, Karen.
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| Title & Author
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Marketing planning, 2005-2006 /\ Karen Beamish and Ruth Ashford.
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| Publication Statement
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Oxford ;Boston :: Elsevier Butterworth-Heinemann,, ©2005.
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| Page. NO
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1 online resource (xi, 411 pages)
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| ISBN
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0080546560
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: 0750666471
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: 1136421343
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: 1136421386
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: 1136421394
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: 9780080546568
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: 9780750666473
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: 9781136421341
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: 9781136421389
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: 9781136421396
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0750666471
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| Notes
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"Professional diploma in marketing 2005-2006 syllabus"--Cover.
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Cover -- Table of contents -- Preface: welcome to the CIM coursebooks -- An introduction from the academic development advisor -- How to use these coursebooks -- About MarketingOnline -- Using MarketingOnline -- Unit 1: introduction to marketing planning -- Unit 1 Introduction -- The marketing planning process -- Marketing Planning in context -- Understanding the aims and objectives of Marketing Planning and achieving your learning outcomes -- The importance of reading -- Approaching the Marketing Planning examination -- An overview of the strategy and planning hierarchy -- Corporate planning -- what is it? -- Marketing strategy -- what is it? -- Planning -- what is it? -- Relationship marketing with the wider public and society -- Marketing and social responsibility -- Legislation -- The rise in consumerism -- Social response to consumerist pressure -- Ethical issues for consumers and marketers -- Ethical implications for the marketing mix -- Unit 2: the marketing audit -- Unit 2 Introduction -- Conducting a marketing audit -- Stage 1 -- Analysis of the macro environment -- Stage 2 -- Analysis of the micro environment -- Identifying key opportunities -- Developing a marketing information system -- Unit 3: marketing planning, implementation and control -- Unit 3 Introduction -- How to take the marketing audit to the planning process -- Stage 3 -- The setting of objectives -- The balanced scorecard -- Gap analysis -- Formulation of the marketing strategy -- Market segmentation and competitive positioning -- The role of a marketer in positioning -- The marketing plan -- Implementation of the marketing plan -- A supportive and effective marketing structure -- The control process -- Unit 4: promotional operations -- The marketing mix in the context of marketing planning -- Profiling marketing segments for promotional activities -- Push and pull strategy -- Promotional operations and the planning framework -- Aims and objectives of the promotional communications process -- Branding -- Brand values -- The promotional mix -- Advertising -- Advertising and the marketing mix -- Sales promotions -- Sales promotion techniques -- Retailer to consumer sales promotions -- Manufacturer to consumer sales promotions -- Public relations -- Public relations and attitude change? -- Public relations techniques -- Direct and interactive marketing -- Objectives of direct marketing -- Database marketing -- Direct marketing techniques -- Telemarketing -- Sponsorship -- Personal selling -- Unit 5: product operations -- Product operations -- Product management -- The product life cycle -- Managing the product life cycle -- Product portfolio planning tools -- New product development -- The new product development process -- The product adoption process -- Targeting decision-makers -- Unit 6: price operations -- Unit 6 Introduction -- Price perception and the customer -- Perspective of price and the organization -- Pricing in relation to demand -- Influences on price -- Correlating price with value -- Strategic pricing determinants -- Price sensitive markets as a determinant -- Pricing objectives and strategies --T$
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Marketing-- Planning-- Examinations, Study guides.
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| Subject
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BUSINESS ECONOMICS-- Green Business.
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| Subject
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Marketing-- Planning.
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| Dewey Classification
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658.8/02
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| LC Classification
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HF5415.13.B43 2005eb
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| Added Entry
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Ashford, Ruth.
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Chartered Institute of Marketing.
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