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Marketing Planning

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Table of Contents

Part I ~ Analysis 1 ~ Introduction2 ~ Assessing the internal marketing situation3 ~ Assessing the external marketing situation4 ~ SWOT-analysisPart II ~ Developing the marketing strategy and programme 5 ~ Strategic Market Planning6 ~ The Segmentation Process7 ~ Marketing Mix Decisions I: Product8 ~ Marketing Mix Decisions II: Pricing9 ~ Marketing Mix Decisions III: Distribution10 ~ Marketing Mix Decisions VI: CommunicationPart III ~ Implementing and managing the marketing plan 11 ~ Developing and managing customer relationships12 ~ Organizing and implementing the marketing plan13 ~ Budgeting and controlling14 ~ Ethical, social and environmental aspects ofmarketing planning

About the Author

Svend Hollensen is an Associate Professor in Marketing at the University of Southern Denmark

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