Marketing Planning & Strategy - Dawes, John
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We know how eager you are to learn practical workplace skills at university so that you are job ready following graduation. In marketing, one of the most practical things you can learn how to do is create a sound marketing plan.
This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank. Features a running case study about a small services business that breaks the marketing plan down into easy to digestible chunks. A dedicated chapter on marketing…mehr

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Produktbeschreibung
We know how eager you are to learn practical workplace skills at university so that you are job ready following graduation. In marketing, one of the most practical things you can learn how to do is create a sound marketing plan.

This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank. Features a running case study about a small services business that breaks the marketing plan down into easy to digestible chunks. A dedicated chapter on marketing strategy concepts to help you understand how they link to market, firm or decision-related factors. Self-test questions and scenarios with tasks throughout make for an active learning experience.

Practical in its step-by-step approach and inclusion of activities and scenarios and written simply whilst still underpinned by marketing strategy scholarship, this book will help you to develop your marketing decision-making throughout by learning key skills such as how to do a SWOT analysis and how to budget and forecast correctly.

Supported by online resources for lecturers including PowerPoint slides, an instructor s manual and a suggested syllabus.

Suitable reading for marketing planning and marketing strategy courses.

Autorenporträt
John Dawes is a Professor of Marketing at UniSA Business and an Associate Director of the Ehrenberg-Bass Institute for Marketing Science with a long-standing interest in buyer behavior and brand performance metrics, customer loyalty, pricing, as well as how knowledge about buyers, and competitors translates into competitive strategy.  John has conducted research projects for global corporations including HSBC, Mars Inc., Unilever, Brown-Forman, Glaxo SmithKline and Gustav Paulig and co-authored a wide ranging review of pricing practices commissioned by the UK Office of Fair Trading. He has published research in leading journals including Journal of Retailing, Journal of Service Research, Journal of Business Research, European Journal of Marketing and Marketing Letters among others.
Rezensionen
The book is sophisticated, challenging and contemporaneously relevant. It systematically integrates empirical generalizations, research methodology, as well as concepts involving consumer motivation into the market planning process. The text logically progresses from there into innovative marketing strategy formulation for real-world problems. Pedagogical aids inspire instructional creativity and effectiveness, and provide an excellent platform for lectures, discussion and assignments. Melvin Prince, Ph.D., Professor of Marketing, Southern Connecticut State University, USA