Marketing Strategy, Sixth Edition, is a comprehensive guide to creating a marketing strategy that will help you integrate marketing and business planning to develop effective marketing campaigns. With this book as a resource, you’ll be able to design marketing plans that will assist you in reaching your business goals and objectives.

This edition of Marketing Strategy builds on the previous five editions, adding 11 new chapters and several new tools that you can use to put your marketing strategies into practice. With over 500+ pages and over 50+ figures, you’ll have all the necessary resources you need to create and implement a successful marketing plan that will help you reach your business goals.

Why should you read this book?

If you’re looking for an all-in-one guide to creating a marketing strategy, then this is the book for you. This edition of Marketing Strategy includes everything you need to know, from the basics of marketing and planning to the more advanced aspects of marketing such as measurement and analysis. Additionally, this book provides you with sample marketing plans for you to adapt and implement.

Written by leading experts, this book will help you design comprehensive marketing strategies that help you reach your organization’s full potential and meet the diverse needs of your customers.

Even if you’re an experienced marketer, you may still find value in reading this book. The updated content and new features will help you develop better marketing plans and strategies, and the case studies and sample marketing plans give you real-life examples to follow.

What will you learn from reading this book?

With this book, you’ll learn about:

• The Basics of Marketing
• Marketing Planning
• Marketing Research
• Marketing Execution
• Financial Analysis for Non-Financial Managers
• Measuring the Results of Your Marketing Efforts
• How to Build a Marketing Team
• Planning Process for Marketing Charts and Diagrams
• Marketing Analytics
• Marketing Optimization
• Multichannel Marketing
• Digital Marketing
• Social Media Marketing
• Marketing Strategy
• and much more..

Whether you’re just starting out or you’re already an experienced marketer, this book will provide you with all the tools and information you need to succeed in creating a solid marketing plan.

Who is the book for?

This book is for anyone who is interested in creating a marketing plan or strategy, or anyone who wants to get a better understanding of marketing. If you’re a business person who wants to better understand the role of marketing in the company, or you’re a marketer who wants to better understand the business goals and objectives of the company you’re working for, this book is for you.

This book is also for anyone who is interested in developing a better understanding of the role of marketing in an organization, and how to effectively plan and implement marketing strategy.

How does it work?

Marketing Strategy, Sixth Edition, is structured in a way that will be easy for you to follow. The book begins by providing you with an overview of the role of marketing in an organization and a preview of the upcoming chapters. In Chapter 1, the authors introduce you to marketing and provide you with a basic understanding of the term. They also discuss the difference between marketing and advertising, and provide you with an overview of the elements that go into a marketing plan.

The following chapters dive into the details, providing you with information on:

• Brand Awareness
• Product Awareness
• Market Analysis
• Market Research
• Operations
• Budgets
• Management Team
• Marketing Charts and Diagrams
• and much more..

• Each chapter is designed with an easy-to-follow, step-by-step format, providing you with the information you need to complete your marketing plan or strategy.
• You can go through the chapters in any order you desire, as long as you maintain an organized mind-set when doing so.
• In addition to the comprehensive step-by-step instructions, you’ll also find a number of templates, including sample marketing plans, that you can use as reference material.
• The authors ensure you’ll get the most out of Marketing Strategy, Sixth Edition, by including a number of helpful tools, including worksheets and checklists, that will assist you in developing your marketing plan or strategy.
• By the end of the book, you’ll have a clear understanding of the role of marketing in an organization and the various components of a marketing plan.
• If you’re looking to develop a better understanding of the role of marketing in your organization, you can’t miss out on this essential book.

What makes it special?

Marketing Strategy, Sixth Edition, is a comprehensive guide to creating a marketing strategy that will help you integrate marketing and business planning to develop effective marketing campaigns. With this book as a resource, you’ll be able to design marketing plans that will assist you in reaching your business goals and objectives.

This book provides you with everything you need to know, from the basics of marketing and planning to the more advanced aspects of marketing such as measurement and analysis. Additionally, this book provides you with sample marketing plans for you to adapt and implement.

Even if you’re an experienced marketer, you may still find value in reading this book. The updated content and new features will help you develop better marketing plans and strategies, and the case studies and sample marketing plans give you real-life examples to follow.

Table of Contents

Chapter 1: Introduction to Marketing

1.1 What Is Marketing

1.2 What Is a Marketing Plan

1.3 What Is the Difference Between Marketing and Advertising?

1.4 Who Is the Target Audience for This Book?

1.5 Summary

Chapter 2: The Basics of Marketing

2.1 Basic Marketing Concepts

2.1.1 What Is Marketing

2.1.2 What Is a Marketing Plan?

2.2 The 4 Ps of Marketing

2.2.1 Psychographics

2.2.2 Price

2.2.3 Product

2.2.4 Place

Chapter 3: How to Build a Marketing Team

3.1 Identify the Core Group of People Who Will Help You Develop Your Marketing Strategy

3.2 Decide Who Will Manage Different Aspects of Your Marketing Plan

3.3 Summarize the Main Tasks You Need to Accomplish in Order to Put Your Strategy into Action

Chapter 4: Planning Process for Marketing Charts and Diagrams

4.1 Use the 5-Step Planning Process to Create Your Marketing Plan

4.2 Brainstorm All the Aspects of Your Marketing Plan

4.2.1 Brainstorming Worksheet

4.2.2 Mind-Mapping Worksheet

4.2.3 Word-Mapping Worksheet

4.2.4 Note-Mapping Worksheet

4.2.5 Project Planning Worksheet

Chapter 5: Marketing Research

5.1 Identify the Key Performance Indicators (KPIs) That You’ll Use to Measur Your Success

5.2 Decide How to Measure the Results of Your Marketing Efforts

5.2.1 Measuring Without Measurement Is Misleading

Chapter 6: Marketing Execution

6.1 Identify Your Overall Marketing Goals and Objectives

6.2 Decide Who Will Manage Different Aspects of Your Marketing Plan

6.2.1 Project Management

6.2.2 Production

6.2.3 Marketing

6.2.4 Analysis

Chapter 7: Financial Analysis for Non – Financial Managers

7.1 The Role of Finance in Business

7.1.1 Finance Is Everything

7.1.2 Budgets & Reporting

7.2 Key Performance Indicators (KPIs)

7.2.1 Revenue

7.2.2 Cost to Sales Ratio (CSR)

7.2.3 Operating Profit