Details

Autor(en) / Beteiligte

• Strauss, Ralf E

Titel

Marketing planning by design : systematic planning for successful marketing strategy [electronic resource]

Auflage

1st ed

Link zum Volltext

• Wiley Online Library - AutoHoldings Books

Beschreibungen/Notizen

• Description based upon print version of record.
• Includes bibliographical references (p. [303]-328) and index.
• MARKETING PLANNING BY DESIGN; CONTENTS; ABOUT THE AUTHOR; PREFACE; FOREWORD; INTRODUCTION: THE "LACK-OF-EVIDENCE TRAP"; PART 1: CHALLENGES TO THE MARKETING FUNCTION: IMPERATIVE FOR CHANGE; CHAPTER 1: NEW CHALLENGES IN MARKETING; 1.1 THE CHALLENGE: ONE SIZE DOESN'T FIT ALL - QUALITY NOT QUANTITY; 1.2 THE CHALLENGE: CRM - FROM THE BUZZWORD TO SYSTEMATIC CUSTOMER MANAGEMENT; 1.3 THE CHALLENGE: FROM THE MASS MARKET TO ONE-TO-ONE; 1.3.1 The Goals and Problems of Individualization; 1.3.2 One-to-One Marketing
• 1.3.3 The Challenge of Mass Customization - From Individualized Marketing to Individualized Products1.4 THE CHALLENGE: THE CHANGED CONDITIONS OF MARKETING STRATEGY; 1.5 THE CHALLENGE: MARKETING STRATEGY FOLLOWS CORPORATE STRATEGY ... OR VICE VERSA?; CHAPTER 2: FOCUS ON THE CHIEF MARKETING OFFICER (CMO): A JOB DESCRIPTION; 2.1 A YOUNG PROFESSION: A DEMANDING SPECIALIZED AREA WITH C-LEVEL CALIBER; 2.2 THE SITUATION: THE DISCREPANCY BETWEEN EXPECTATIONS AND CORPORATE REALITY; 2.3 THE GREATEST CHALLENGE FOR HEADS OF MARKETING: LEGITIMACY AND CREDIBILITY AMONG COLLEAGUES AT THE MANAGEMENT LEVEL
• 2.4 THE CMO'S NEW IMAGE: GUARANTOR FOR "RETURN ON MARKETING"CHAPTER 3: PLANNING COMES FIRST ...; 3.1 RESULTS OF THE CMO MARKETING PLANNING SURVEY; 3.2 "THE PARADOX OF THE MARKETING FUNCTION" AND "THE 10 HURDLES OF MARKETING PLANNING"; PART II: THE PATH TO THE PLAN; CHAPTER 4: SEVEN PHASES FOR DEVELOPING MARKETING STRATEGY AND SYSTEMATIC MARKETING PLANNING (SEVEN-PHASE MODEL); CHAPTER 5: PHASE 1: PLANNING THE PLANNING; CHAPTER 6: PHASE 2: APPROACHES TO MARKETING BUDGET PLANNING; 6.1 HEURISTIC BUDGETING APPROACH: PRAGMATIC BUDGET CALCULATION
• 6.2 ANALYTICAL BUDGETING APPROACH: MODELING USING THE ADVERTISING IMPACT FUNCTIONCHAPTER 7: PHASE 3: STRATEGIC MARKETING PLANNING; 7.1 SYSTEMATIC PROCEDURE FOR STRATEGY DEVELOPMENT; 7.2 ANALYSIS OF THE INITIAL STRATEGIC SITUATION; 7.2.1 Market and environmental analysis; 7.2.2 Competitive analysis: between cost leadership and differentiation; 7.2.3 Enterprise analysis: what's the status quo concerning customers, competitors, and the market as a whole?; 7.3 BRAND MANAGEMENT: A BRAND IS A BRAND; 7.3.1 The advantages of systematic brand management
• 7.3.2 Brand strategy: how should the brand be positioned on the market?7.3.3 Brand presence: consistency on the market; 7.3.4 Brand management on the internet: does the customer manage the brand ...?; 7.4 SALES CHANNEL MANAGEMENT: DEFINING AND DESIGNING THE SALES CHANNEL; 7.4.1 The sales channel: where is the added value?; 7.4.2 Managing the sales channel: recruiting, power, and changes; 7.4.3 The sales channel: between cooperation, conflict, and competition; 7.4.4 Sales channel management on the internet: the end of the road for the trading partner?
• 7.5 ONLINE MARKETING: ATTRACTIVE OFFERINGS AND PRICING WANTED
• Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under constant review by customers, markets and the public. Marketing faces more dilemmas and conflicts of interest than any other part of a company. 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
• English