The marketing audit : translating marketing theory into practice
著者
書誌事項
The marketing audit : translating marketing theory into practice
(The Marketing series)
Butterworth-Heinemann, 1991
大学図書館所蔵 全6件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes index
内容説明・目次
内容説明
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.
目次
- 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.
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