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Chapter Outline
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This chapter covers:

Purpose and Benefits of Marketing Planning
  • Different types of marketing plan
  • Time scale
  • The role of marketing
  • Mission, Vision and Strategic Intent
  • The marketing audit
  • External Audit

    • The Environment
  • The Industry
  • Market structure and dynamics
  • Competition
  • Buyer behaviour and Customer audit
  • Internal audit
  • Marketing Performance
  • Financial Performance
  • Brand audit
  • Marketing mix elements
  • Marketing organisation, systems and culture

    • Innovation
  • Business Definition
  • Internationalisation
  • Planning in International Marketing
  • International market selection
  • Portfolio planning models
  • International market entry mode strategy
  • Planning International market expansion

    • The Planning Process
  • SWOT analysis
  • Gap analysis
  • Marketing Objectives
  • Generating alternative strategies
  • Evaluating Strategy alternatives
  • Marketing Mix plans
  • Implementation and Internal Marketing Plans
  • Monitoring, Control and Performance Measurement
  • Contingency Plans







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