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Strategic Marketing Planning and Control 3rd Edition



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Author: John Ensor and Graeme Drummond

Publisher: taylor & francis

Genres:

Publish Date: December 21, 2007

ISBN-10: 075068271X

Pages: 348

File Type: PDF

Language: English

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Book Preface

The aim of this text is to enable the reader to develop a sound theoretical and practical understanding of marketing, planning and control.

Although primarily written for those studying for the Chartered Institute of Marketing Professional Diploma and Postgraduate Diploma professional marketing qualifications, this text is equally useful for industry practitioners. This is not an introductory text to the subject of marketing planning, but builds on the existing knowledge that students and practitioners already hold about the principles of the subject. The aim has been to provide a clear, concise guide to the tools, techniques and concepts necessary to undertake strategic marketing decisions.

The text also covers contemporary issues by exploring current developments in marketing theory and practice including:

● Customer relationship management
● Ethics and strategic marketing decision making
● The concept of a market-led orientation
● A resource/asset-based approach to internal analysis and planning

Innovation is a theme throughout the text, reflecting the growing importance of this issue, both in terms of its academic profile and current business practice. There is also an emphasis on developing a view of the future through various forecasting techniques.

This new edition also includes three new chapters which relate to CRM, ethics and problem-based learning approaches. Throughout this new edition new illustrative examples have been included to reinforce the material covered in each chapter.

An instructor’s manual is available to academic staff adopting this text. This contains expanded versions of selected illustrative examples featured in the main text, new cases and a pack of lecture material.

Information for students studying for the CIM qualifications

The Chartered Institute of Marketing has continued to offer the Professional Diploma in Marketing for a number of years (QCA level 6). The CIM also still offers Postgraduate Diploma in Marketing (QCA level 7) which was launched in 2004.

The Marketing Planning syllabus, which is part of the Professional Diploma stage is divided into four major areas:

1 The marketing plan in its organisational and wider marketing context
2 Marketing planning and budgeting
3 The extended marketing mix and related tools
4 Marketing in different contexts

The CIM has designed their syllabus around the statements of marketing practice, which were developed by the Standard Setting Body for marketing under the direction of the Chartered Institute of Marketing. These statements identify the practical tasks that marketers undertake within their marketing career. These standards are available on the CIM website (www.cim.co.uk).

This textbook includes important strategic theory, some of which is not specifically included within the Marketing Planning syllabus, however, this does add further understanding for the student and thus goes beyond this syllabus. Also it is not the intention of this text to cover the theory relating to the marketing mix elements, as this is available in most fundamental marketing texts. However, the Marketing Planning syllabus requires candidates to be able to discuss the operationalisation of their marketing planning decisions using the marketing mix and so students should ensure that they have this knowledge also.


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