CIM Coursebook: The Marketing Planning Process (Hardcover)

Marketing Planning to Deliver Marketing Strategies; Chapter 1 The Different Roles of Marketing and its Cross-Functional Interaction Within Organisations; Chapter 2 The Synergistic Planning Process; Chapter 3 The Role of the Marketing Plan in Relation to the Organisation’s Philosophy; Chapter 4 The Relationship Between Corporate, Business and Marketing Objectives at an Operational Level and the Influences on Objectives; The Marketing Audit and Strategic Outcomes; Chapter 5 The Practicalities of Undertaking a Marketing Audit; Chapter 6 Auditing the Market Environment; Chapter 7 The External Marketing Environment; Chapter 8 The Internal Marketing Environment; Creating Marketing Strategies Through Segmentation, Targeting and Positioning; Chapter 9 The Role of Marketing Strategies and Market Segmentation; Chapter 10 Market Targeting; Chapter 11 Marketing Positioning; Adapting Marketing Planning in Different Contexts; Chapter 12 Key Dimensions of Implementing Marketing Planning in Practice; Chapter 13 Approaches to Implementing the Process of Marketing Planning;