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Marketing planning guide

Author: Robert E Stevens
Publisher: New York : Haworth Press, ©1997.
Series: Haworth marketing resources.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
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Document Type: Book
All Authors / Contributors: Robert E Stevens
ISBN: 0789001128 9780789001122 0789002418 9780789002419
OCLC Number: 36245985
Description: 343 pages : illustrations ; 22 cm.
Contents: Introduction to Marketing Planning --
The Importance of Marketing Planning --
Marketing Planning in Action: Starbucks --
What Is Marketing? --
What Is Planning? --
Planning's Place in the Organization --
The Marketing Planning Process --
The Marketing Plan Format --
Organizational Considerations in Marketing Planning --
Marketing Planning in Action: Simple Is Best --
Organizational Purpose --
Organizational Objectives and Strategies --
Organizing for Planning --
Organizational Structure --
Coordination and the Planning Process --
Organizational Structure and Market Responsiveness --
Database Marketing Planning: Getting Needed Information --
Marketing Planning in Action: Hyundai Motor Company --
Database Marketing --
Marketing Research --
Decision Making --
Types of Data --
Steps in a Marketing Research Project --
Situation Analysis --
Product/Market Analysis --
Marketing Planning in Action: Napster and the Advent of Music File Sharing --
Environmental Scanning --
The Strategic Implications of Product/Market Analysis --
Sales Analysis --
Cost Analysis --
Consumer Analysis --
Marketing Planning in Action: The Antiaging Movement --
Market Segmentation --
Psychographics/Lifestyle Segmentation --
Market Grid Analysis --
Market Potential --
Competitive Analysis --
Marketing Planning in Action: The Package Delivery Industry --
The Concept of Competitive Advantage --
Purpose of Competitive Analysis --
Competitive Forces and Advantages --
Opportunity Analysis --
Marketing Planning in Action: Reinventing Barbie.
Series Title: Haworth marketing resources.
Responsibility: Robert E. Stevens [and others].

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