Strauss, Ralf
Marketing Planning by Design: Systematic Planning for Successful Marketing Strategy
The reason for this lies in the lack of a plan for marketing planning.
This book not only identifies numerous examples of this problem as experienced by businesses, it also offers ways of solving the problem. Ralf Strauss highlights a 7 phase process for marketing planning, where the potential marketing can reach is demonstrated. Useful check lists included in this book allow the readers to readily create their own ‘plans for a marketing planning’.
With insights drawn from more than 150 case studies included in the book, Marketing Planning by Design covers areas such as:
- How to overcome existing hurdles of marketing planning and marketing strategy.
- How to set up a project for managing the marketing planning cycle.
- How to develop a really target group and content driven marketing planning, which is stepwise cascaded from a program, campaign down to a tactical level.
- How to make marketing accountable in terms of performance measurement.
- How to implement an enhanced marketing planning in the organisation.
- How to systematically integrate Web 2.0 into marketing planning, or how to link marketing with modern IT.
This highly practical book is destined to be a must-have reference work on any marketer’s desk.
Nyckelord: marketing planning, executive marketing, Web 2.0, Web 3.0, marketing intergration
- Författare
- Strauss, Ralf
- Utgivare
- John Wiley and Sons, Inc.
- Utgivningsår
- 2010
- Språk
- en
- Utgåva
- 1
- Sidantal
- 368 sidor
- Kategori
- Ekonomisk
- Format
- E-bok
- eISBN (PDF)
- 9780470745618
- Tryckt ISBN
- 9780470721674