Marketing Planning / Edition 1 available in Paperback
“Marketing Planning: Where Strategy Meets Action” offers marketing students and professionals a practical, step by step guide to creating marketing plans that deliver measurable results. It presents a comprehensive framework for strategic marketing planning and outlines a structured approach for developing effective marketing plans. The approach uses numerous figures, checklists, and decision charts to leverage proven marketing techniques and market data for high quality marketing plans. The book is packed with current examples, culminating in a complete sample marketing plan that demonstrates the book’s unique approach. The book is ideal for planning-related courses in upper-level undergraduate and lower-level graduate school programs, as well as for business executives seeking a competitive edge in the speed and quality of their marketing planning.
|Edition description:||New Edition|
|Product dimensions:||6.90(w) x 9.00(h) x 0.50(d)|
Table of Contents
Chapter 1. The Planning Process
Chapter 2. Objectives
Chapter 3. Market Overview
Chapter 4. Market Segments
Chapter 5. Competitive Landscape
Chapter 6. Strategy
Chapter 7. Products and Services
Chapter 8. Pricing
Chapter 9. Distribution
Chapter 10. Promotion
Chapter 11. Finance
Chapter 12. Implementation
Chapter 13. Sample Marketing Plans
Most Helpful Customer Reviews
MARKETING PLANNING - Where Strategy Meets Planning. Stephan Sorger uses powerful concepts with a straight forward guide in today's complex market. He gives great examples to illustrate practical ideas. This unique analytical approach applies metrics on a multitude of axes, identifying and more importantly outlining a marketing plan driving revenue$$$!!! The real world examples he documents will best prepare the marketing student for today's challenges or guide the marketing professional to actual fiscal returns. I highly recommend this Book.
Stephan Sorger's new textbook, "Marketing Planning: Where Strategy Meets Action" couldn't be more true to its name. Unlike many industry-specific books, it strikes a good balance between strategy and tactics. The textbook is laid out in a logical manner that takes the reader through the process in a step-by-step manner. At the same time, it is chock full of detail, is practical and is easy to comprehend. In the vein of "a picture is worth a thousand words", Sorger provides particularly effective use of visual aids, including graphs and tables to illustrate and highlight the most important aspects of the planning process. Additionally, Sorger's use of case studies, or "Marketing Planning in Action" segments, provides a great resource for readers to understand his concepts in a real-world use case scenarios that are most importantly - up to date. It is well served for both students of marketing (undergraduate or graduate level) and professionals who are looking for reference and guidelines for developing effective marketing plans.
"Marketing Planning: Where Strategy Meets Action" is a rich resource for business students and a "must have" for busy professionals who want to stay up-to-date with the latest marketing planning concepts. This book is full of real-world examples and illustrative graphics, such as "Positioning Approaches" within the pizza industry in Chapter 4. Readers of "Marketing Planning" will be rewarded with a walk-through of the entire marketing planning process, which can be immediately acted upon. It also offers plan examples. I highly recommend this book!