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Marketing planning by design : systematic planning for successful marketing strategy

Author: Ralf E Strauss
Publisher: Chichester, England ; Hoboken, NJ : Wiley, ©2008.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under constant review by customers, markets and the public. Marketing faces more dilemmas and conflicts of interest than any other part of a company. The reason  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Strauss, Ralf E.
Marketing planning by design.
Chichester, England ; Hoboken, NJ : Wiley, ©2008
(DLC) 2008046995
(OCoLC)244767933
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Ralf E Strauss
ISBN: 9781119206217 1119206219 9780470745618 0470745614
OCLC Number: 649473777
Description: 1 online resource (xviii, 350 pages) : illustrations, plans
Contents: CHAPTER 7: PHASE 3: STRATEGIC MARKETING PLANNINGCHAPTER 8: PHASE 4: PROGRAM STRATEGY; CHAPTER 9: PHASE 5: INTEGRATED MARKETING COMMUNICATION PLANNING (CAMPAIGN PLANNING); CHAPTER 10: PHASE 6: CAMPAIGN DEVELOPMENT AND EXECUTION; CHAPTER 11: PHASE 7: ANALYSIS AND REPORTING; PART III: IMPLEMENTATION; CHAPTER 12: IMPLEMENTING MARKETING PLANNING; PART IV: OUTLOOK; CHAPTER 13: MARKETING PLANNING 2.0; APPENDIX: WORKSHEETS FOR MARKETING PLANNING; A.1 MARKETING PROGRAM: DETAILS (PROGRAM BOOK); A.2 AGENCY BRIEFING DOCUMENT (DIRECT MARKETING EXAMPLE); BIBLIOGRAPHY; ACKNOWLEDGMENTS; TABLE OF FIGURES.
Responsibility: Ralf E. Strauss.

Abstract:

Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling  Read more...

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A holistic and comprehensive view of the entire process brought to life through some real-world examples. (Admap, April 2012)

 
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