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Introduction to Marketing Planning
內容大綱
Building a Marketing Plan: A Complete Guide is a 10-chapter book written by three marketing faculty at Central Queensland University, Australia: Ho Yin Wong, senior lecturer, Kylie Radel, lecturer, and Roshnee Ramsaran-Fowdar, senior lecturer. The book was written to provide both marketing students and business professionals with a comprehensive and practical framework for developing a marketing plan. Drawing together theoretical concepts, strategic thinking processes, and recent research findings, the text helps the reader conduct in-depth situational analyses, develop a deep understanding of target markets, set measurable and timely marketing objectives, develop a series of marketing strategies based on four key elements of marketing, and ensure that appropriate implementation and control mechanisms have been considered. To show how to apply the marketing planning framework discussed in chapters 2-10, the authors provide a comprehensive example in the appendix. Chapter 1 introduces marketing planning: a process leading to an understanding of an organization's position in the market and a series of marketing decisions and actions to achieve an organization's goals within a time frame. Marketing planning and its role within organization, the benefits and barriers of marketing planning, and the four major steps of the marketing planning process and its key components, including the 4P's, are discussed.