Marketing Planning

The primary aim of this book is to offer 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.

Key Features

• Focus on a `global perspective?: International or global marketing planning is treated more extensively than in the competitive books, as the globalization of business is a prime concern for both large brands and small to medium enterprises (SMES). Now facing competition in their home market from multinational companies these firms are not only competing locally and nationally, but globally as well. This book illustrates to students how an organization?s marketing plan must adapt to the new environment.
• Structured in line with the marketing planning process: The book is structured precisely according to the marketing planning process, to enable students to understand the process as they progress through the book. Links between the chapters also enable students to realise how a particular chapter fits into the marketing planning process.
• Cases based on real companies: Case studies demonstrate how real companies manage each step of the marketing planning process. The global perspective of the book offers students European and International examples in which the firm?s product is sold to several markets simultaneously. The case studies feature real companies and well-known brands, such as Haagen Dasz ice cream, enabling students to better relate to and apply marketing planning within a real business context.
• Contemporary relationship marketing concepts: The book also treats the development of the marketing plan in cooperation with customers. Unlike other marketing planning texts, this relationship approach in development of marketing plans offers a contemporary slant in line with the most up-to-date thinking on relationship marketing.