附註:Includes index.
Series Editor's foreword; Important note from the author; Preface; Introduction; 1 Understanding marketing planning; THE NEED FOR A SYSTEMATIC APPROACH; THE DIFFERENCE BETWEEN STRATEGY AND TACTICS; QUESTIONS AND ANSWERS; 2 How marketing planning fits with corporate planning; QUESTIONS AND ANSWERS; 3 The strategic marketing planning process and the marketing plan; MARKETING AUDIT; SWOT ANALYSES; ASSUMPTIONS; STRATEGY FORMULATION; STRATEGIC MARKETING PLAN 'INGREDIENTS' AND 'RECIPE'; QUESTIONS AND ANSWERS; 4 Defining markets and segments prior to planning; QUESTIONS AND ANSWERS.
5 Understanding products and services prior to planningQUESTIONS AND ANSWERS; 6 Setting marketing objectives and strategies; MARKETING OBJECTIVES; MARKETING STRATEGIES; QUESTIONS AND ANSWERS; 7 Advertising and sales promotion strategies; ADVERTISING STRATEGIES; SALES PROMOTION STRATEGIES; QUESTIONS AND ANSWERS; 8 Sales strategies; QUESTIONS AND ANSWERS; 9 Price strategies; QUESTIONS AND ANSWERS; 10 Place (distribution and customer service) strategies; QUESTIONS AND ANSWERS; 11 Information and organization; INFORMATION; FORECASTING; ORGANIZATION; QUESTIONS AND ANSWERS.
12 Making marketing planning workQUESTIONS AND ANSWERS; 13 Next steps & THE MARKETING PLAN PERFORMANCE MAP ®; TRAINING AND CONSULTANCY; FURTHER READING; Index.
