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Directional/Strategic marketing planning

D.B. Janse van Rensburg, G.A.P. Drotsky
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      Today’s ever-changing marketing environment, accompanied by unpredictable competitive actions, creates uncertainty for enterprises and presents dilemmas, challenges and problem situations that necessitate planning ahead in order to survive. Directional/strategic marketing planning presents a step-by-step approach to developing plans that give direction to future marketing actions. Directional/strategic marketing planning begins with the marketing audit, which provides a clear understanding of the enterprise’s current position in the market, the nature of the opportunities and threats in the external environment, and the enterprise’s internal strengths and weaknesses. Once the basic directional market options available in the future have been determined, specific decisions that the marketer needs to make given a range of specific plans are discussed. Directional/strategic marketing planning is aimed at third and fourth year marketing students.
      Format: CONTRIBUTORS: D.B. Janse van Rensburg, G.A.P. Drotsky EAN: 9780627034732 COUNTRY: South Africa PAGES: WEIGHT: 500 g HEIGHT: 245 cm
      PUBLISHED BY: Van Schaik Publishers DATE PUBLISHED: 2017-01-17 CITY: GENRE: BUSINESS & ECONOMICS / Business Communication / General, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / General, BUSINESS & ECONOMICS / Sales & Selling / Management, BUSINESS & ECONOMICS / Strategic Planning WIDTH: 170 cm SPINE:

      Book Themes:

      Business strategy, Sales and marketing management, Business communication and presentation, Sales and marketing

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      Today’s ever-changing marketing environment, accompanied by unpredictable competitive actions, creates uncertainty for enterprises and presents dilemmas, challenges and problem situations that necessitate planning ahead in order to survive. Directional/strategic marketing planning presents a step-by-step approach to developing plans that give direction to future marketing actions. Directional/strategic marketing planning begins with the marketing audit, which provides a clear understanding of the enterprise’s current position in the market, the nature of the opportunities and threats in the external environment, and the enterprise’s internal strengths and weaknesses. Once the basic directional market options available in the future have been determined, specific decisions that the marketer needs to make given a range of specific plans are discussed. Directional/strategic marketing planning is aimed at third and fourth year marketing students.
      Format: CONTRIBUTORS: D.B. Janse van Rensburg, G.A.P. Drotsky EAN: 9780627034732 COUNTRY: South Africa PAGES: WEIGHT: 500 g HEIGHT: 245 cm
      PUBLISHED BY: Van Schaik Publishers DATE PUBLISHED: 2017-01-17 CITY: GENRE: BUSINESS & ECONOMICS / Business Communication / General, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / General, BUSINESS & ECONOMICS / Sales & Selling / Management, BUSINESS & ECONOMICS / Strategic Planning WIDTH: 170 cm SPINE:

      Book Themes:

      Business strategy, Sales and marketing management, Business communication and presentation, Sales and marketing

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