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Abstract

Chapter 12. The main purpose of this book is to take the reader through the process of marketing planning, while also providing a detailed explanation of all the concepts and methodologies used in that process. In addition, a primary aim of this book is to introduce a modern and well-structured introduction to marketing planning from an academic / student viewpoint. The three parts into which this book is divided follow the three main steps involved in the marketing planning process: (1) analysis of the internal and external situation; (2) developing the marketing strategy; and (3) implementing and managing the marketing plan. This book analyses internal competencies as the basis for developing a marketing plan. The resource perspective (inside-out view) is gaining popularity in the marketing literature, but is overlooked by some textbooks (although they all include details of SWOT analysis). The input for the ''SW'' part of this analysis, however, comes from this resource perspective. In students'' later jobs as marketing planners and co-ordinators it would be a disaster for their firms to consider only external opportunities, without taking any internal restraints into consideration. Each chapter contains discussion questions and case studies of real companies, which deal with the development of the marketing plan in co-operation with other actors (eg, customers). The learning objectives for this chapter are to: (1) examine a typical conceptual framework for a marketing plan; (2) describe the structure of the marketing planning process; (3) explain the main contents of a marketing plan; (4) understand why the implementation part of the marketing plan is so important; (5) describe and evaluate the different ways of organising the marketing department as part of the internationalisation process of the company; and (6) understand the important issues involved in implementing the marketing plan.

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Abstract

Chapter 12. The main purpose of this book is to take the reader through the process of marketing planning, while also providing a detailed explanation of all the concepts and methodologies used in that process. In addition, a primary aim of this book is to introduce a modern and well-structured introduction to marketing planning from an academic / student viewpoint. The three parts into which this book is divided follow the three main steps involved in the marketing planning process: (1) analysis of the internal and external situation; (2) developing the marketing strategy; and (3) implementing and managing the marketing plan. This book analyses internal competencies as the basis for developing a marketing plan. The resource perspective (inside-out view) is gaining popularity in the marketing literature, but is overlooked by some textbooks (although they all include details of SWOT analysis). The input for the ''SW'' part of this analysis, however, comes from this resource perspective. In students'' later jobs as marketing planners and co-ordinators it would be a disaster for their firms to consider only external opportunities, without taking any internal restraints into consideration. Each chapter contains discussion questions and case studies of real companies, which deal with the development of the marketing plan in co-operation with other actors (eg, customers). The learning objectives for this chapter are to: (1) examine a typical conceptual framework for a marketing plan; (2) describe the structure of the marketing planning process; (3) explain the main contents of a marketing plan; (4) understand why the implementation part of the marketing plan is so important; (5) describe and evaluate the different ways of organising the marketing department as part of the internationalisation process of the company; and (6) understand the important issues involved in implementing the marketing plan.

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