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Marketing Planning by Design Systematic Planning for Successful Marketing Strategy 1st Edition by Ralf Strauss ISBN 0470721677 9780470721674

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Marketing Planning by Design Ralf Strauss Digital Instant Download

Author(s): Ralf Strauss
ISBN(s): 9780470721674, 0470721677
Edition: None
File Details: PDF, 1.70 MB
Year: 2009
Language: english
SKU: EB-1943970 Category: Tag:

Marketing Planning by Design Systematic Planning for Successful Marketing Strategy 1st Edition by Ralf Strauss – Ebook PDF Instant Download/Delivery: 0470721677, 9780470721674
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ISBN 10: 0470721677 
ISBN 13: 9780470721674
Author: Ralf Strauss

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 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.

Marketing Planning by Design Systematic Planning for Successful Marketing Strategy 1st Table of contents:

  • Understanding the Market Environment

    • Market analysis

    • Identifying opportunities and threats

    • SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)

  • Setting Marketing Objectives

    • Defining clear, measurable goals

    • Aligning marketing objectives with business strategy

  • Target Market Selection

    • Segmentation, targeting, and positioning (STP model)

    • Customer personas and demographics

  • Marketing Strategy Development

    • Choosing the right strategies for each target market

    • Product, price, place, and promotion strategies (4Ps)

  • Marketing Tactics and Implementation

    • Developing tactical plans for each element of the marketing mix

    • Resource allocation and budgeting

  • Measuring and Evaluating Marketing Performance

    • Key performance indicators (KPIs)

    • Adjusting the marketing plan based on performance metrics

  • Contingency Planning

    • Preparing for unexpected market shifts

    • Crisis management and risk analysis

  • Case Studies and Real-World Applications

    • Examples of successful marketing planning in different industries

    • Lessons learned from failed marketing campaigns

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Tags: Ralf Strauss, Planning, Design Systematic, Successful Marketing