Marketing Planning: Analysis, Tactics & Strategy

This book re-visits the marketing literature and reviews present methods for the application of marketing concepts. This is to clarify where the stumbling blocks for practitioners lie. The conclusions from this review are used to propose a new framework for the congruent mapping of marketing mix elements and variables at both the strategic and tactical level. Contents Chapter 1: Mixmap in stratics. Introduction. Chapter 2: Strategy formulation and development. Chapter 3: Mission, policies and objectives. Chapter 4: Situation Analysis. Chapter 5: The external marketing environment. Chapter 6: Competitor analysis. Chapter 7: Segmentation. Chapter 8: Targeting. Chapter 9: The marketing mix. Chapter 10: Distribution. Chapter 11: Service and marketing. Chapter 12: Case study - The Tiara paints experience.