Includes bibliographical references (pages 303-328) and index.

Print version record.

Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under constant review by customers, markets and the public. Marketing faces more dilemmas and conflicts of interest than any other part of a company. The reason for this lies in the lack of a plan for marketing planning. This book not only identifies numerous examples of this problem as experienced by businesses, it also offers ways of solv.

CHAPTER 7: PHASE 3: STRATEGIC MARKETING PLANNINGCHAPTER 8: PHASE 4: PROGRAM STRATEGY; CHAPTER 9: PHASE 5: INTEGRATED MARKETING COMMUNICATION PLANNING (CAMPAIGN PLANNING); CHAPTER 10: PHASE 6: CAMPAIGN DEVELOPMENT AND EXECUTION; CHAPTER 11: PHASE 7: ANALYSIS AND REPORTING; PART III: IMPLEMENTATION; CHAPTER 12: IMPLEMENTING MARKETING PLANNING; PART IV: OUTLOOK; CHAPTER 13: MARKETING PLANNING 2.0; APPENDIX: WORKSHEETS FOR MARKETING PLANNING; A.1 MARKETING PROGRAM: DETAILS (PROGRAM BOOK); A.2 AGENCY BRIEFING DOCUMENT (DIRECT MARKETING EXAMPLE); BIBLIOGRAPHY; ACKNOWLEDGMENTS; TABLE OF FIGURES.

English.

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