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John Dawes is a Professor of Marketing at UniSA Business and an Associate Director of the Ehrenberg-Bass Institute for Marketing Science with a long-standing interest in buyer behavior and brand performance metrics, customer loyalty, pricing, as well as how knowledge about buyers, and competitors translates into competitive strategy.
John has conducted research projects for global corporations including HSBC, Mars Inc., Unilever, Brown-Forman, Glaxo SmithKline and Gustav Paulig and co-authored a wide ranging review of pricing practices commissioned by the UK Office of Fair Trading. He has published research in leading journals including Journal of Retailing, Journal of Service Research, Journal of Business Research, European Journal of Marketing and Marketing Letters among others.
Chapter 1: Planning introduction: is it good to do formal planning?
Chapter 2: The front end of a plan
Chapter 3: The internal analysis
Chapter 4: The global environment analysis
Chapter 5: The market environment analysis
Chapter 6: Bringing the analyses together
Chapter 7: Objectives and assumptions
Chapter 8: Marketing strategy
Chapter 9: Marketing program
Chapter 10: Marketing budget
Chapter 11: Key metrics and market research
Chapter 12: How to construct good tables and graphs
Chapter 13: Marketing planning scenarios with tasks
Chapter 14: Marketing planning and ethics
Chapter 15: Prominent strategy models in marketing
Chapter 16: Empirical generalisations
Chapter 17: Management beliefs
| Erscheinungsjahr: | 2021 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 296 |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781529760132 |
| ISBN-10: | 1529760135 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: | Dawes, John |
| Redaktion: | Dawes, John |
| Hersteller: | SAGE Publishing Ltd |
| Maße: | 235 x 191 x 16 mm |
| Von/Mit: | John Dawes |
| Erscheinungsdatum: | 22.09.2021 |
| Gewicht: | 0,557 kg |
John Dawes is a Professor of Marketing at UniSA Business and an Associate Director of the Ehrenberg-Bass Institute for Marketing Science with a long-standing interest in buyer behavior and brand performance metrics, customer loyalty, pricing, as well as how knowledge about buyers, and competitors translates into competitive strategy.
John has conducted research projects for global corporations including HSBC, Mars Inc., Unilever, Brown-Forman, Glaxo SmithKline and Gustav Paulig and co-authored a wide ranging review of pricing practices commissioned by the UK Office of Fair Trading. He has published research in leading journals including Journal of Retailing, Journal of Service Research, Journal of Business Research, European Journal of Marketing and Marketing Letters among others.
Chapter 1: Planning introduction: is it good to do formal planning?
Chapter 2: The front end of a plan
Chapter 3: The internal analysis
Chapter 4: The global environment analysis
Chapter 5: The market environment analysis
Chapter 6: Bringing the analyses together
Chapter 7: Objectives and assumptions
Chapter 8: Marketing strategy
Chapter 9: Marketing program
Chapter 10: Marketing budget
Chapter 11: Key metrics and market research
Chapter 12: How to construct good tables and graphs
Chapter 13: Marketing planning scenarios with tasks
Chapter 14: Marketing planning and ethics
Chapter 15: Prominent strategy models in marketing
Chapter 16: Empirical generalisations
Chapter 17: Management beliefs
| Erscheinungsjahr: | 2021 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 296 |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781529760132 |
| ISBN-10: | 1529760135 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: | Dawes, John |
| Redaktion: | Dawes, John |
| Hersteller: | SAGE Publishing Ltd |
| Maße: | 235 x 191 x 16 mm |
| Von/Mit: | John Dawes |
| Erscheinungsdatum: | 22.09.2021 |
| Gewicht: | 0,557 kg |
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