The Marketing Manual (Cim Professional) 0750636521, 9780750636520
The Marketing Manual is a step-by-step guide to solving your marketing problem. Through questions, practical examples an
302 89 252KB
English Pages 288 [289] Year 1998
Table of contents :
The Marketing Manual......Page 4
Copyright Page......Page 5
Contents......Page 6
Preface......Page 8
Introduction......Page 10
Strategic marketing planning (SMP)......Page 11
Objectives......Page 13
Structure and sequence......Page 16
Using the book......Page 20
Summary......Page 21
Appendix: The Barnstaple Company......Page 22
Introduction......Page 26
The concept of corporate strategy and the normative decision-making process......Page 29
Problem definition......Page 30
Decision making under uncertainty......Page 32
Data collection......Page 37
Diagnostics......Page 41
Summary......Page 44
Introduction......Page 45
Definitions......Page 46
Marketing as a philosophy of business......Page 48
Interpretation......Page 54
Marketing and competitiveness......Page 60
Introduction......Page 68
Macroenvironmental analysis......Page 69
Microenvironmental analysis......Page 84
Self-analysis......Page 103
Putting it all together......Page 107
Strategic options......Page 114
Clarifying the firm’s mission......Page 129
Setting corporate objectives......Page 130
Stating assumptions......Page 7
Selecting a core strategy......Page 139
Segmentation, targeting and positioning......Page 142
The marketing mix......Page 157
Product policy......Page 159
Price policy......Page 171
Distribution policy......Page 176
Promotion policy......Page 184
Integrating the marketing mix......Page 190
Developing the marketing plan......Page 193
Summary......Page 195
Introduction......Page 197
Project planning......Page 198
Critical path analysis......Page 200
Postscript......Page 205
Appendix A Solutions to exercises......Page 206
Appendix B Extra copies of exercises......Page 233
References......Page 282
Index......Page 286
The Marketing Manual......Page 4
Copyright Page......Page 5
Contents......Page 6
Preface......Page 8
Introduction......Page 10
Strategic marketing planning (SMP)......Page 11
Objectives......Page 13
Structure and sequence......Page 16
Using the book......Page 20
Summary......Page 21
Appendix: The Barnstaple Company......Page 22
Introduction......Page 26
The concept of corporate strategy and the normative decision-making process......Page 29
Problem definition......Page 30
Decision making under uncertainty......Page 32
Data collection......Page 37
Diagnostics......Page 41
Summary......Page 44
Introduction......Page 45
Definitions......Page 46
Marketing as a philosophy of business......Page 48
Interpretation......Page 54
Marketing and competitiveness......Page 60
Introduction......Page 68
Macroenvironmental analysis......Page 69
Microenvironmental analysis......Page 84
Self-analysis......Page 103
Putting it all together......Page 107
Strategic options......Page 114
Clarifying the firm’s mission......Page 129
Setting corporate objectives......Page 130
Stating assumptions......Page 7
Selecting a core strategy......Page 139
Segmentation, targeting and positioning......Page 142
The marketing mix......Page 157
Product policy......Page 159
Price policy......Page 171
Distribution policy......Page 176
Promotion policy......Page 184
Integrating the marketing mix......Page 190
Developing the marketing plan......Page 193
Summary......Page 195
Introduction......Page 197
Project planning......Page 198
Critical path analysis......Page 200
Postscript......Page 205
Appendix A Solutions to exercises......Page 206
Appendix B Extra copies of exercises......Page 233
References......Page 282
Index......Page 286
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- Michael Baker
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