個案資料

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. In Chapter 8 the authors discuss the necessity of integrated marketing communications (IMC), which aim to ensure a clear, consistent, distinct, and coordinated marketing message to target audiences. The essential elements of the promotion mix, a set of tools used for marketing communication purposes, and their strengths and weaknesses is examined. Factors to consider when determining the IMC mix and questions concerning IMC strategy are then explored

• Marketing strategy
• Product development
• Branding
• Marketing management
• Market positioning
• International business
• Consumer behavior
• Market segmentation