Marketing Planning (2nd edition)

Marketing Planning (2nd edition)

By: Svend Hollensen (author)Paperback

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Description

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.

About Author

Svend Hollensen is an Associate Professor in Marketing at the University of Southern Denmark

Contents

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

Product Details

  • ISBN13: 9780077127138
  • Format: Paperback
  • Number Of Pages: 400
  • ID: 9780077127138
  • weight: 1
  • ISBN10: 0077127137
  • edition: 2nd edition

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