Strategic marketing planning : a new way to think marketing | |
| Author | Eymery, Christophe |
| Call Number | AIT RSPR no.SM-03-105 |
| Subject(s) | Strategic planning Marketing--Management |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-03-105 |
| Abstract | In the often-changing world of marketing, developing a marketing plan has become essential to business success. Still too many marketing managers seem to forget that "failing to plan is planning to fail". Sh·ategy Management lead to a focus on planning the future. It developed tools that can now be used to implement marketing sh·ategies. The vision of this discipline is to create a structure, a framework to build a strategic marketing planning. It starts on a situation analysis to understand the business environment. That represents the foundation for the plan development. Then it deals with the identification of market segments and the way to target them efficiently. Afte1wards, it sets marketing objectives and helps develop the marketing mix for the product or range of products. Last but not least, it recommends establishing a budget to value the implied costs and the forecasted profits before defining the implementation plan. This comprehensive methodology is easy to understand through the case study of Kraft Australia. |
| Year | 2003 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-03-105 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Broustail, Francois Joel |
| Examination Committee(s) | Sununta Siengthai; Dimmitt, Nicholas J. |
| Scholarship Donor(s) | - |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2003 |