The Marketing Manual is a step-by-step guide to solving your marketing problem. Through questions, practical examples and mini-case studies, this book demonstrates how to prepare your marketing plan. The Marketing Manual addresses the 3 fundamental questions facing the business planner: *where are we now? *where do we want to go? *how do we get there? The workbook elaborates on these essential questions helping you to address your own marketing problem and work through to the preparation of an operational marketing plan. ?· This is not a theory book but a manual that trains the student in the application of key marketing concepts to solving real marketing problems or completing a degree or diploma level project?· Based on a powerful diagrammatic approach backed by exercises (including matrices, self-tests, checklists) and model answers creating a framework for using the 'tools' of analysis?· Written by one of the UK's leading marketing academics for his undergraduate and professional students to complete their marketing project course work
Author(s): Michael Baker
Year: 1998
Language: English
Pages: 288
The Marketing Manual......Page 4
Copyright Page......Page 5
Contents......Page 6
Preface......Page 8
Introduction......Page 10
Strategic marketing planning (SMP)......Page 11
Objectives......Page 13
Structure and sequence......Page 16
Using the book......Page 20
Summary......Page 21
Appendix: The Barnstaple Company......Page 22
Introduction......Page 26
The concept of corporate strategy and the normative decision-making process......Page 29
Problem definition......Page 30
Decision making under uncertainty......Page 32
Data collection......Page 37
Diagnostics......Page 41
Summary......Page 44
Introduction......Page 45
Definitions......Page 46
Marketing as a philosophy of business......Page 48
Interpretation......Page 54
Marketing and competitiveness......Page 60
Introduction......Page 68
Macroenvironmental analysis......Page 69
Microenvironmental analysis......Page 84
Self-analysis......Page 103
Putting it all together......Page 107
Strategic options......Page 114
Clarifying the firm’s mission......Page 129
Setting corporate objectives......Page 130
Stating assumptions......Page 7
Selecting a core strategy......Page 139
Segmentation, targeting and positioning......Page 142
The marketing mix......Page 157
Product policy......Page 159
Price policy......Page 171
Distribution policy......Page 176
Promotion policy......Page 184
Integrating the marketing mix......Page 190
Developing the marketing plan......Page 193
Summary......Page 195
Introduction......Page 197
Project planning......Page 198
Critical path analysis......Page 200
Postscript......Page 205
Appendix A Solutions to exercises......Page 206
Appendix B Extra copies of exercises......Page 233
References......Page 282
Index......Page 286
