Marketing Planning by Design: Systematic Planning for Successful Marketing Strategy (Hardback)Ralf Strauss (author)
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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.
Publisher: John Wiley and Sons Ltd
Number of pages: 368
Weight: 790 g
Dimensions: 249 x 175 x 25 mm
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