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The Marketing Audit Malcolm McDonald

The Marketing Audit By Malcolm McDonald

The Marketing Audit by Malcolm McDonald

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$11.99
Condition - Well Read
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Summary

Combining both marketing theory and practice, this book tackles different aspects of marketing, and how these can be integrated into a marketing plan. The exercises featured aim to test an organization's marketing capability.

The Marketing Audit Summary

The Marketing Audit: Translating Marketing Theory into Practice by Malcolm McDonald

Marketing courses provide the conceptual framework for marketers, but the theory does not always translate for practical application. Combining both marketing theory and practice, this book tackles different aspects of marketing, and discusses how these can be integrated into a marketing plan. The exercises featured aim to test an organization's marketing capability.

Table of Contents

Part 1 Understanding the marketing process: marketing orientation; company capabilities and the matching process; the market environment; marketing quiz. Part 2 The marketing planning process - the main steps: the marketing planning process questionnaire; the mission statement; the benefits of marketing planning; survival matrix. Part 3 Removing the barriers to marketing planning: symptoms of a lack of marketing planning; marketing planning questionnaire - organizational issues. Part 4 The customer and the market audit: market definition; critical success factors (CSFs); industrial goods and services; benefit analysis; the customer audit - Car Mart Ltd; supplementary material - customer classification systems, standard industrial classification. Part 5 The product market: benefit package analysis; life-cycle analysis; case study - International Bearings Ltd (IBL); International Bearings Ltd - directional policy case study; applying the directional policy matrix to your own organization. Part 6 Setting marketing objectives and strategies: cap analysis; the marketing audit; competitor analysis; SWOT analysis; assumptions; setting marketing objectives; marketing strategies. Part 7 Advertising and sales promotion: what are advertising objectives?; setting advertising objectives; choosing the advertising media; the advertising plan; is a promotion necessary?; planning a sales promotion. Part 8 The sales plan: the role of personal communication in the communications mix; quantifiable objectives; managing the salesforce. Part 9 The pricing plan: competitive pricing; selecting the price; the use of discounts; questionnaire; awkward questions on pricing. Part 10 The distribution plan: do we need channel intermediaries?; selecting a suitable intermediary; customer service audit; the customer service package; physical distribution; the distribution plan. Part 11 Marketing information, forecasting and organizing for marketing planning: the marketing information system; information-gathering techniques; forecasting techniques; organizational structure. Part 12 Implementing the marketing plan: designing the marketing planning system; implementing the marketing planning system.

Additional information

GOR012355659
9780750600897
0750600896
The Marketing Audit: Translating Marketing Theory into Practice by Malcolm McDonald
Malcolm McDonald
Marketing Series: Practitioner
Used - Well Read
Paperback
Elsevier Science & Technology
1991-06-03
192
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book. We do our best to provide good quality books for you to read, but there is no escaping the fact that it has been owned and read by someone else previously. Therefore it will show signs of wear and may be an ex library book

Customer Reviews - The Marketing Audit