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. Chapter 9 explores the factors and issues concerned with managing the marketing value chain: a series of activities involving all members - directly or indirectly - to procure materials, process the materials, and distribute the finished products with an aim of fulfilling customers' needs. Strategies for designing efficient distribution channels and planning competitive market logistics (order processing, warehousing, inventory management, materials handling, packaging and unitization, and transportation) are each thoroughly examined.

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