Marketing: A Snapshot, 1st edition

Published by Pearson (October 25, 2013) © 2014

  • Fredy-Roberto Valenzuela-Abaco
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Title overview

A step-by-step guide to creating a marketing plan

This concise guide provides a high-level view of the critical marketing activities associated with the Marketing Process Concept.

Students will learn how to confidently make marketing decisions in many different types of situations; within a variety of organisations and markets.

A full length real-life case study on ASCA demonstrates the application of the concepts identified in Chapter 1.

Table of contents

  • Part 1 Snapshot of Marketing Concepts
  • What is marketing?
  • Step by step diagrammatic representation of marketing activities
  • Step I. Current situation analysis
  • Step II. STP: Segmentation, targeting and positioning
  • Step III. Marketing mix
  • Step IV. Implementation and control
  • Part 2 A Snapshot of Marketing in Real Life
  • ASCA: Better buying power for schools
  • Current situation analysis
  • Segmentation, targeting and positioning
  • Marketing mix
  • Implementation and control
  • Future decisions to be made
  • Part 3 Applying the Core Marketing Concepts
  • Case study 1: Kingsgrove Sports Centre
  • Case study 2: PVA - The Partners of Veterans Association of Australia Inc.
  • Case study 3: The Grand Hotel

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