Tutor’s guide
Tutor and student support sites for using Marketing Plans Seventh Edition for teaching and learning can be found at www.marketingplansbook.com.
This will include:
- Introduction to the Tutor’s Guide and Use of the Text
- PowerPoint slides
- Case studies and detailed Tutor’s Guides
- Examples of Marketing Plans
- Exercises
- Tutor’s Notes
1 Understanding the marketing process
2 The marketing planning process: The main steps
3 The marketing planning process: Removing the myths
4 Completing the marketing audit: The customer and market audit
5 Completing the marketing audit: the product audit
6 Setting marketing objectives and strategies
7 The integrated marketing communications plan
8 Sales and key account management plan
9 The pricing plan
10 The multichannel plan: The route to market
11 The customer relationship management plan
12 Implementation and organizational issues in marketing planning
13 Measuring the effectiveness of marketing planning
14 A step-by-step marketing planning system
- Working with Case Studies/Case Studies
Case 1: Eindhoven Containers
Case 2: Multi-electronique et Cie
Case 3: Property Services International
Case 4: International Electrical Supplies
Case 5: Rentlow Cars SA
Case 6: The Dynamic Manager
Case 7: Cranchem marketing plan
Case 8: Lockwell Company Ltd
Case 9: Hydraulic Industries Ltd: Acquisition in West Germany
