The Marketing Planning Workbook guides the student through the marketing process, from insight to action. The book provides students with an opportunity to put into action the principles they have learned in their marketing management course, thus enhancing understanding and knowledge retention.
Structured as a companion volume to Capon’s Marketing Framework, the workbook helps the student develop a marketing case from scratch. The reader chooses the firm, business unit or product to focus on, ensuring active engagement throughout the process of developing a strategic marketing plan. As they move through the chapters, students learn the marketing imperatives and principles that guide the marketer’s job. They also learn how to gather data, analyze it, and write up a clear, concise business report presenting their findings, analyses and recommendations.
Using a framework developed through Capon’s own work with many well-known domestic and international companies, The Marketing Planning Workbook offers students the opportunity to "get their hands dirty", acquiring hands-on experience that will prove valuable in demonstrating their knowledge and expertise to potential employers.
- ISBN10 1138924830
- ISBN13 9781138924833
- Publish Date 30 September 2015
- Publish Status Cancelled
- Publish Country GB
- Publisher Taylor & Francis Ltd
- Imprint Routledge
- Edition European Edition
- Format Hardcover
- Pages 192
- Language English