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AuthorStrauss, Ralf E
TitleMarketing planning by design : systematic planning for successful marketing strategy / Ralf E. Strauss
Imprint Chichester : Wiley, 2008
Descript xviii, 350 p. : ill

CONTENT

Part 1: Challenges to the marketing function: imperative for change -- New challenges in marketing -- Focus on the chief marketing officer (CMO) : a job description -- Planning comes first... -- Part 2: The path to the plan -- Seven phases for developing marketing strategy and systematic marketing planning (seven-phase model) -- Planning the planning -- Approaches to marketing budget planning -- Strategic marketing planning -- Program strategy -- Integrated marketing communication planning (Campaign planning) -- Campaign development and execution -- Analysis and reporting -- Part 3: Implementation -- Implementing marketing planning -- Part 4: Outlook -- Marketing planning 2.0


Marketing -- Management Strategic planning

LOCATIONCALL#STATUS
Sasin Library658.802 S912M 2008CHECK SHELVES
Chula Business School Library658.802 S912M 2008CHECK SHELVES

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