Marketing Planning: A Workbook for Marketing Managers

Marketing Planning: A Workbook for Marketing Managers by Sally Dibb epub pdf fb2

Title: Marketing Planning: A Workbook for Marketing Managers
Author: Sally Dibb
ISBN10: 1844807827
ISBN13: 978-1844807826
Publisher: Cengage Learning EMEA; Workbook edition (March 1, 2008)
Language: English
Subcategory: Management & Leadership
Size PDF: 1573 kb
Size Fb2: 1337 kb
Rating: 4.8/5
Votes: 301
Pages: 254 pages
Other Format: mobi doc azw docx

Marketing Planning: A Workbook for Marketing Managers by Sally Dibb


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Marketing planning as a process of analysis, thinking and action is essential for survival and long term success. Marketing planning is widely adopted by businesses from all sectors, service companies, manufacturers and public sector/not for profit companies. The process of marketing planning encapsulates elements of marketing management: marketing analyses, development of strategy and the implementation of the marketing mix. It is a systematic process for assessing marketing opportunities, helping organizations to stay in touch with marketplace trends and to keep abreast of customer needs-all designed to help firms compete more effectively. In addition the marketing plan plays a key role in informing the organisation about the agreed marketing strategy and actions required for implementation. The plan also provides details of resource allocation, responsibilities and timelines, and should address potential obstacles to success. The marketing plan is a road map', providing direction to help the business implement its strategies and achieve its objectives.