Definitive Guide to Marketing Planning, The - Softcover

Hatton, Angela

 
9780273649328: Definitive Guide to Marketing Planning, The
Softcover
ISBN 10: 0273649329 ISBN 13: 9780273649328
Publisher: Financial Times Management, 2000

Synopsis

Presents an overview of customer-oriented planning. Provides a process for strategic and operational marketing planning that allows integration of business and marketing plans, and shows how to produce effective marketing strategies, including promotional plans. Gives insight and advice on portfolio and customer analysis, the role of the environmental audit, corporate missions, communication tools, and monitoring performance. The author is affiliated with the Chartered Institute of Marketing, and the City University Business School. Annotation c. Book News, Inc., Portland, OR (booknews.com)

"synopsis" may belong to another edition of this title.

About the Author

Angela Hatton is a business consultant whose extensive experience includes introducing marketing planning to organizations as diverse as the BBC, Barclays Bank, and Sony. A prolific writer and senior examiner with the Chartered Institute of Marketing, she is also a visiting lecturer at Boston University, City of London Business School, and London University.

From the Back Cover

Marketing planning is central to the success of any organization, the results being effective use of your resources, an output valued by your customers and generating benefits expected by the stakeholders. Get the planning right and any organization can achieve more from less.

Accessible to both the newcomer and the experienced planner, The Definitive Guide to Marketing Planning is a step-by-step guide to developing marketing plans which ensure your business strategy is customer focused and effectively implemented.

It's an old adage, and like many cliches it is very true: if you fail to plan, you plan to fail. Managers, at some point in their career, will need to either write or agree a marketing plan.

Following a logical structure and giving practical and highly implementable advice, The Definitive guide to Marketing Planning:

  • Provides an easy to follow process for strategic and operational marketing planning
  • Allows you to integrate business and marketing plans
  • Shows you how to produce effective and actionable marketing strategies, including promotional plans
  • Gives you the real low-down on what will and will not work and how you can develop marketing plans that will achieve your strategic goals.

Fast-track advice for business people who want an invaluable overview of customer-oriented planning.

"About this title" may belong to another edition of this title.

Publisher
Financial Times Management
Publication date
2000
Language
English
ISBN 10 
0273649329
ISBN 13 
9780273649328
Binding
Paperback
Edition number
2
Number of pages
272