This is a brand new edition that focuses on the practical issues faced by today’s marketing professionals. It is truly about turning strategy into action and provides answers to key marketing issues: * How does the e-revolution impact on marketing practice? * Is branding relevant in the B2B environment? * How does marketing integrate into all the key business functions – sales, manufacturing, distribution, R&D, finance? * How does financial understanding impact on the new world of marketing? The book and free CD-ROM provide an "action kit" for application to any business circumstance, whether it is in a consumer, business to business, industrial or service environment. Using real-life examples of good and bad marketing practice to provide insights and warnings, the book covers: how to conduct a market audit; developing a marketing strategy; writing a marketing plan; segmenting your market; marketing and the e-revolution; strategies in the marketing mix; customer relationship marketing; delivering value. The free CD ROM offers a ready to use Directional Policy Matrix (DPM), the INSIGHT Marketing Planning template, interactive exercises, case studies and a presentation pack of tools and models. |
