Takes you through the process of marketing planning. This guide explains the differences between processes, methods, strategic and tactical planning, and incorporates the thinking in marketing, e-marketing, CRM and planning practices. It is suitable for professional marketers and students of marketing.

The ultimate test of marketing investment is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. This book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students.

Provides an introduction to the principles and reality of strategic key account planning. This book delivers: descriptions of the various techniques and the reason for their importance; an approach to using the key techniques to build strategic skills; templates for building real plans; cases, examples and vignettes to show real world practice.

Written by the author of From Brand Vision to Brand Evaluation , this book gives the professional and the student an understanding of the functioning and management of the modern brand. Offering coverage of brand management, it includes an analysis of areas such as e-branding and e-marketing; and of the key drivers of brand value.

Offers a compendium of statistics and profiles detailing various players to appear for Leeds United FC since 1907.

Serves as a guide to the challenge of creating marketing plans that produce improved bottom-line results. This work highlights key misunderstandings about marketing and the nature of services and relationship marketing. It suggests the frameworks and techniques for undertaking the marketing planning process and implementing the principles covered.

A reference source for non-marketing specialists, it is intended for general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. It includes easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques.

Assuming no prior marketing knowledge, this work provides a concise, yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic.

Marketing planning is one of the great challenges. Dealing with this subject, this illustrated book is intended for marketing and other professionals.

Helps you appreciate the benefits of rigorous marketing planning and guides you through the production of a marketing plan made to work in the real world. With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process.

Segmentation and marketing mapping are core areas of the marketing syllabus. Dealing with market segmentation, this book features diagrams and market maps. It is intended for students and executives.

Drawing on interviews and case studies from a wide range of industries, the report illustrates how blue-chip companies are embracing new information-tailored marketing techniques.

Analysing how key accounts work, this book creates the tools that readers need in the marketplace. It provides a picture of why KAM must be an important element of the corporate strategic plan. It also provides a hands-on approach with exercises and real-life case studies from which to draw insight.

Provides an answer to the challenge of creating marketing plans that produce improved bottom-line results. This work highlights key misunderstandings about marketing and the nature of services and relationship marketing. It suggests frameworks and techniques for undertaking the marketing planning process and implementing the principles covered.

Reflects the key contemporary issues and developments in marketing strategy that face organisations. This work examines a range of changes that are taking place in marketing that both demonstrates the state of marketing technique and provides a glimpse of where marketing is heading.

A cartoon book that explores the world of commercial transactions: selling products and services. It takes the salesperson through the course of the sales process. It examines the differences between selling services and products and consolidates that information by an exercise at the end of each chapter.