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"Time and again, marketing has to justify its demand for market–oriented corporate management. Marketing Planning by Design vividly covers how to meet this demand with systematic, well–grounded marketing planning with content aimed at the target group, and lots of inspiration for practical application. It is a plea for the quest for top performance in marketing with high added value."
––Dr Rainer Hillebrand, Member of the Board of Directors, Otto Group
"Medium–sized companies are increasingly faced with the challenge of choosing the right marketing options from an ever growing selection. A limited budget has to be implemented efficiently, as all that counts at the end of the year is success. The book offers clear planning aids that answer all essential questions to help you achieve a sound marketing plan in seven phases. A competent plan which also enjoys the trust of the company s growth drivers is a basic requirement for implementing successful campaigns. The content and structure of this book help marketing professionals and relevant areas to shape and optimize the planning process."
––Benno Lohausen, Member of the Management Board, edding AG
"Marketeers are under increased pressure. One reason is novel role models of the customers (see Web 2.0) they become more and more part of the value creation process they are also prosumer , creator and consultants to their peers. Another reason is the never seen before demand for justifying marketing investments, quantifying results and proof of efficiency and effectiveness of any marketing action. This calls for state–of–the–art marketing planning. This book pinpoints an excellent marketing planning approach. Clearly structured and enriched with real world examples and proven tools it is a must–read for any marketer. The structure of marketing planning laid out in this book will also foster to extract further requirements on all applications in the marketing planning arena as well as on information management (e.g. data management or collaborative filtering)."
––Prof Dr Detlef Schoder, Department of Information Systems and Information Management, University of Cologne
"Marketing Planning by Design heralds the big change in marketing to date. Thanks to the Internet and Web 2.0, masses of people outside the boundaries of traditional hierarchies can produce goods, services and content. In order to understand the opportunities this presents for companies as well as to get further clarity on the tangible benefits of marketing, this book is a clear must–read."
––Ralf Klein–Boelting, General Authorized Representative for Corporate Marketing and Communications, Deutsche Bahn AG, Berlin
"Dr Strauss provides much–needed insight for answering that age–old question, how do we measure return on marketing investment? For marketers who care about producing results that matter, one could hardly imagine a more timely and important topic."
––Woodruff W. Driggs, Managing Director CRM, Accenture, Boston (Mass.)
The reason for this lies in the lack of a plan for marketing planning.
This book not only identifies numerous examples of this problem as experienced by businesses, it also offers ways of solving the problem. Ralf Strauss highlights a 7 phase process for marketing planning, where the potential marketing can reach is demonstrated. Useful check lists included in this book allow the readers to readily create their own plans for a marketing planning .
With insights drawn from more than 150 case studies included in the book, Marketing Planning by Design covers areas such as:
This highly practical book is destined to be a must–have reference work on any marketer s desk.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
Frais de port :
Gratuit
Vers Etats-Unis
Description du livre Hardcover. Etat : New. N° de réf. du vendeur Abebooks100999