دانلود کتاب Marketing Planning: Strategy, Environment and Context

فهرست مطالب :

Cover......Page 1
Marketing Planning......Page 2
Brief contents......Page 6
Contents......Page 8
Preface......Page 14
Guided tour......Page 15
Acknowledgements......Page 18
Introducing the running case study: The Eden Garden Tools Company Ltd......Page 20
Part 1 Introduction to Marketing Planning......Page 24
The Eden Garden Tools Company Ltd......Page 26
Marketing as a business philosophy......Page 27
Marketing and other business functions......Page 30
Relationships in marketing-oriented firms......Page 33
Competitive advantage and the management of exchange......Page 34
The purpose of marketing planning......Page 36
Stages of the marketing planning process......Page 39
Content and structure of a marketing plan......Page 42
Summary......Page 43
Case study: JJB Sports......Page 44
References......Page 45
The Eden Garden Tools Company Ltd......Page 48
Corporate objectives......Page 49
Other objectives......Page 53
Marketing plans and corporate plans......Page 54
Aims and objectives......Page 56
Summary......Page 60
The Eden Garden Tools Company Ltd......Page 61
Case study: Richer Sounds......Page 62
References......Page 63
The Eden Garden Tools Company Ltd......Page 66
Planning and the marketing environment......Page 67
The resource-based view......Page 70
The market-driving approach to strategy......Page 76
Summary......Page 77
Case study: Toyota......Page 78
References......Page 80
Part 2 Environmental Analysis......Page 82
The Eden Garden Tools Company Ltd......Page 84
Elements of the audit......Page 85
Summary......Page 97
The Eden Garden Tools Company Ltd......Page 98
Case study: Thomson Holidays......Page 99
References......Page 101
The Eden Garden Tools Company Ltd......Page 102
Modelling the external environment......Page 103
Macro-environmental influences on planning......Page 106
Competitor analysis......Page 114
Researching the marketing environment......Page 115
The Eden Garden Tools Company Ltd......Page 117
Case study: BAE Systems......Page 118
References......Page 119
The Eden Garden Tools Company Ltd......Page 120
Undertaking internal analysis......Page 121
Organisational structures and systems......Page 123
Assessing marketing productivity......Page 129
Resources, competencies and capabilities......Page 130
Audit analysis......Page 135
The Eden Garden Tools Company Ltd......Page 136
Case study: Iveco......Page 137
References......Page 139
The Eden Garden Tools Company Ltd......Page 140
The planning gap......Page 141
Collaborating with competitors......Page 149
Marketing strategy in a recession......Page 150
International market entry strategies......Page 152
Evaluating strategies through SWOT analysis......Page 153
Summary......Page 154
Review questions......Page 155
Case study: AeroMexico......Page 156
References......Page 157
Part 3 Marketing Strategy through Segmentation......Page 158
The Eden Garden Tools Company Ltd......Page 160
Defining marketing boundaries......Page 161
Strategic issues in segmentation......Page 163
Strategic evaluation of segments......Page 165
Marketing strategies for marketing objectives......Page 168
The Eden Garden Tools Company Ltd......Page 174
Case study: Boutique Caravans......Page 175
References......Page 176
The Eden Garden Tools Company Ltd......Page 178
Segmenting the market......Page 179
Segmenting business markets......Page 189
The nested approach to segmentation......Page 190
The Eden Garden Tools Company Ltd......Page 193
Review questions......Page 194
Case study: BMI......Page 195
References......Page 196
The Eden Garden Tools Company Ltd......Page 198
Assessing segments......Page 199
Targeting multiple segments......Page 202
Targeting decisions......Page 204
Targeting marginal segments......Page 205
Generic targeting strategies......Page 206
The Eden Garden Tools Company Ltd......Page 207
Case study: Balfour Beatty......Page 208
References......Page 209
The Eden Garden Tools Company Ltd......Page 210
Perception and positioning......Page 211
Positioning and the marketing mix......Page 215
Positioning multiple brands......Page 216
Repositioning......Page 217
Summary......Page 218
Review questions......Page 219
Case study: Bulmer’s Cider......Page 220
References......Page 221
Part 4 Marketing Planning in Context......Page 222
The Eden Garden Tools Company Ltd......Page 224
Introduction......Page 225
Translating strategy into tactics......Page 226
Strategy and organisational structure......Page 227
Implementation and change......Page 228
Budgeting......Page 232
Monitoring and evaluating marketing performance......Page 234
Summary......Page 239
The Eden Garden Tools Company Ltd......Page 240
Case study: Organising Honda......Page 241
References......Page 242
The Eden Garden Tools Company Ltd......Page 244
Planning in business-to-business markets......Page 245
Globalisation strategy......Page 246
Non-profit marketing......Page 249
Internal marketing......Page 252
Services marketing......Page 253
Planning in SMEs......Page 254
The Eden Garden Tools Company Ltd......Page 257
Case study: The Real Seed Catalogue......Page 258
References......Page 259
Marketing plan for The Eden Garden Tools Company Ltd: 2010–2014......Page 262
Glossary......Page 279
Index......Page 282