The second edition of Marketing Planning: A Global Perspective offers students a concise, modern and well-structured introduction to marketing planning. Suitable for modules in Marketing Planning and International Marketing Planning, the book is designed for students at levels 2 and 3 of their marketing degree. The book is characterized by a unique global perspective on the subject of marketing planning, which offers a modern approach to reflect the needs of organizations to deal with customers on a global basis and adapt their marketing plans to the different markets and countries in which their customers operate.
In this new edition key areas such as Corporate Social Responsibility, Global Account Management, Price Bundling and The EU enlargement have all been factored in making this text completely up to date and relevant.
Svend Hollensen is an Associate Professor in Marketing at the University of Southern Denmark. He gained practical experience during his job as a marketing co-ordinator in a large Danish multinational enterprise, as well as in his capacity as international marketing manager in a company producing agricultural machinery. In both jobs, he was involved in the development of international marketing plans. Having spent this time in industry he received his PhD from Copenhagen Business School. Svend Hollensen has also worked as a business consultant for several multinational companies, as well as global organizations like the World Bank. Furthermore he is the owner and CEO of the company Hollensen ApS, which performs consulting activities for companies and organizations.
Part I ~ Analysis 1 ~ Introduction2 ~ Assessing the internal marketing situation3 ~ Assessing the external marketing situation4 ~ SWOT-analysisPart II ~ Developing the marketing strategy and programme 5 ~ Strategic Market Planning6 ~ The Segmentation Process7 ~ Marketing Mix Decisions I: Product8 ~ Marketing Mix Decisions II: Pricing9 ~ Marketing Mix Decisions III: Distribution10 ~ Marketing Mix Decisions VI: CommunicationPart III ~ Implementing and managing the marketing plan 11 ~ Developing and managing customer relationships12 ~ Organizing and implementing the marketing plan13 ~ Budgeting and controlling14 ~ Ethical, social and environmental aspects ofmarketing planning