Marketing planning by design: systematic planning for successful marketing strategy

Marketing Planning by Design provides a seven-step action plan for integrating marketing planning at the strategic level. This framework systematically addresses the challenges of marketing planning, offering both a basis for management and an instrument for quality assurance. Using the book's flexible structure, readers at both the executive and marketing team levels can choose the most useful tools for their purposes, with case studies on such companies as Kimberly-Clarke, Hallmark, and Audi, as well as discussions of new trends like Web2.0 and 3.0, providing guidance on the best applications.

• ISBN: 978-0-470-72167-4
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 368
• Fecha Publicación: 05/12/2008
• Nº Volúmenes: 1
• Idioma: Inglés