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The Marketing Audit Malcolm McDonald

The Marketing Audit von Malcolm McDonald

The Marketing Audit Malcolm McDonald

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Zusammenfassung

Combining both marketing theory and practice, this book tackles different aspects of marketing, and how these can be integrated into a marketing plan. The exercises featured aim to test an organization's marketing capability.

The Marketing Audit Zusammenfassung

The Marketing Audit: Translating Marketing Theory into Practice Malcolm McDonald

Marketing courses provide the conceptual framework for marketers, but the theory does not always translate for practical application. Combining both marketing theory and practice, this book tackles different aspects of marketing, and discusses how these can be integrated into a marketing plan. The exercises featured aim to test an organization's marketing capability.

Inhaltsverzeichnis

Part 1 Understanding the marketing process: marketing orientation; company capabilities and the matching process; the market environment; marketing quiz. Part 2 The marketing planning process - the main steps: the marketing planning process questionnaire; the mission statement; the benefits of marketing planning; survival matrix. Part 3 Removing the barriers to marketing planning: symptoms of a lack of marketing planning; marketing planning questionnaire - organizational issues. Part 4 The customer and the market audit: market definition; critical success factors (CSFs); industrial goods and services; benefit analysis; the customer audit - Car Mart Ltd; supplementary material - customer classification systems, standard industrial classification. Part 5 The product market: benefit package analysis; life-cycle analysis; case study - International Bearings Ltd (IBL); International Bearings Ltd - directional policy case study; applying the directional policy matrix to your own organization. Part 6 Setting marketing objectives and strategies: cap analysis; the marketing audit; competitor analysis; SWOT analysis; assumptions; setting marketing objectives; marketing strategies. Part 7 Advertising and sales promotion: what are advertising objectives?; setting advertising objectives; choosing the advertising media; the advertising plan; is a promotion necessary?; planning a sales promotion. Part 8 The sales plan: the role of personal communication in the communications mix; quantifiable objectives; managing the salesforce. Part 9 The pricing plan: competitive pricing; selecting the price; the use of discounts; questionnaire; awkward questions on pricing. Part 10 The distribution plan: do we need channel intermediaries?; selecting a suitable intermediary; customer service audit; the customer service package; physical distribution; the distribution plan. Part 11 Marketing information, forecasting and organizing for marketing planning: the marketing information system; information-gathering techniques; forecasting techniques; organizational structure. Part 12 Implementing the marketing plan: designing the marketing planning system; implementing the marketing planning system.

Zusätzliche Informationen

GOR012355659
9780750600897
0750600896
The Marketing Audit: Translating Marketing Theory into Practice Malcolm McDonald
Malcolm McDonald
Marketing Series: Practitioner
Gebraucht - Gut Gelesen
Broschiert
Elsevier Science & Technology
1991-06-03
192
N/A
Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Dies ist ein gebrauchtes Buch. Wir geben unser Bestes, Ihnen hochwertige Bücher anbieten zu können. Tatsache ist jedoch, dass dieses Buch schon einen Vorbesitzer hatte und bereits gelesen wurde. Es ist daher unvermeidbar, dass es Gebrauchsspuren aufweist. Möglicherweise handelt es sich auch um ein ehemaliges Bibliotheksbuch.