Specific and Strategic Processes for Marketing Plan

Description

In the present competitive business environment, organizations that develop and implement effective marketing strategies can create more value for their customers. An effective marketing strategy provides direction, improves the brand image, helps in developing the right goals and enhances the overall performance of an organization. For developing effective marketing strategies, the organization has to first decide the customer segments it wants to serve, the customer needs it wants to fulfill and establish the price that the customers are willing to pay for its products and services. This textbook “Specific and Strategic Processes for Marketing Plan” deals with conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book provides a big-picture approach for developing new marketing campaigns and evaluating the success of ongoing marketing programs. For business students, the theory advanced in this book is an essential tool for understanding the logic and the key aspects of the marketing process.