Feeding the Marketing Plan with Innovation and Responsability

Business & Finance, Marketing & Sales
Cover of the book Feeding the Marketing Plan with Innovation and Responsability by Matteo Fabbi, GRIN Publishing
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Author: Matteo Fabbi ISBN: 9783656032243
Publisher: GRIN Publishing Publication: October 19, 2011
Imprint: GRIN Publishing Language: English
Author: Matteo Fabbi
ISBN: 9783656032243
Publisher: GRIN Publishing
Publication: October 19, 2011
Imprint: GRIN Publishing
Language: English

Essay from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 82%, University of Westminster, course: BA Global Marketing , language: English, abstract: Through my three years of marketing studies, I have come to understand that marketing planning never has been the simple step-by-step approach described so enthusiastically in most prescriptive texts and courses. According to MacDonald, M (2004), the moment an organisation embarks on the marketing planning path, it can expect to encounter a number of complex organisational, attitudinal, process and cognitive problems, which are likely to block progress. In order to identify those processes and problems this paper went through an investigation of the various stages when writing a marketing plan. It also made an attempt to provide new and fresh insights for the consideration of thinking marketing plans in today's Global environment. It made use of marketing theories and models taken from textbooks and online resources, but also practical example to further explain five main factors, in order: the consideration involved in deciding the marketing objectives, the marketing audit, principal decisions to be made when preparing a marketing plan, the main criteria for the successful implementation of the marketing plan, and the pros and cons of standardizing the marketing management process.

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Essay from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 82%, University of Westminster, course: BA Global Marketing , language: English, abstract: Through my three years of marketing studies, I have come to understand that marketing planning never has been the simple step-by-step approach described so enthusiastically in most prescriptive texts and courses. According to MacDonald, M (2004), the moment an organisation embarks on the marketing planning path, it can expect to encounter a number of complex organisational, attitudinal, process and cognitive problems, which are likely to block progress. In order to identify those processes and problems this paper went through an investigation of the various stages when writing a marketing plan. It also made an attempt to provide new and fresh insights for the consideration of thinking marketing plans in today's Global environment. It made use of marketing theories and models taken from textbooks and online resources, but also practical example to further explain five main factors, in order: the consideration involved in deciding the marketing objectives, the marketing audit, principal decisions to be made when preparing a marketing plan, the main criteria for the successful implementation of the marketing plan, and the pros and cons of standardizing the marketing management process.

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