| 000 -LEADER |
|---|
| fixed length control field |
11118cam a2202317Ii 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
160620 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
060103s20102010enka b 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0077127137 (paperback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780077127138 (paperback) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MEF |
| Language of cataloging |
eng |
| Description conventions |
rda |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
TR-IsMEF |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.13 |
| Item number |
.H65 2010 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hollensen, Svend, |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Marketing planning : |
| Remainder of title |
a global perspective / |
| Statement of responsibility, etc. |
Svend Hollensen. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Second edition |
| 264 1# - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Maidenhead : |
| Name of producer, publisher, distributor, manufacturer |
McGraw-Hill Higher Education, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2010. |
| 264 4# - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
©2010 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxiii, 430 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
25 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
The second edition of "Marketing Planning: A Global Perspective" offers students a concise, modern and well-structured introduction to marketing planning. Suitable for modules in Marketing Planning and International Marketing Planning, the book is designed for students at levels 2 and 3 of their marketing degree. The book is characterized by a unique global perspective on the subject of marketing planning, which offers a modern approach to reflect the needs of organizations to deal with customers on a global basis and adapt their marketing plans to the different markets and countries in which their customers operate. In this new edition, key areas such as Corporate Social Responsibility, Global Account Management, Price Bundling and The EU enlargement have all been factored in making this text completely up to date and relevant. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| General subdivision |
Planning. |
| 900 ## - EQUIVALENCE OR CROSS-REFERENCE-PERSONAL NAME [LOCAL, CANADA] |
|---|
| Personal name |
MEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules |
| 910 ## - USER-OPTION DATA (OCLC) |
|---|
| User-option data |
Pandora |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Preface, |
| Pages |
xi. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Guided tour, |
| Pages |
xvii. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Technology to enhance learning and teaching, |
| Pages |
xix. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Acknowledgements, |
| Pages |
xxii. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
About the author, |
| Pages |
xxiii. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Part 1 Analysis. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
3. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why prepare a marketing plan?, |
| Pages |
3. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The main stages in developing a marketing plan, |
| Pages |
6. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
15. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
16. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Case study 1: Derby cycles: how should Derby create a marketing plan for penetrating the e-bicycle market?, |
| Pages |
18. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Assessing the internal marketing situation, |
| Pages |
23. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
23. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Market orientation view (MOV), |
| Pages |
24. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Resource-based view (RBV), |
| Pages |
25. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Market driven versus market driving, |
| Pages |
31. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Major sources of competitive advantage: value and costs, |
| Pages |
33. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
40. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
41. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
41. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Case study 2: AG Barr: Irn-Bru-Scotland's 'other national drink'- is looking for further market shares in the carbonated soft drinks market, |
| Pages |
43. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Assesing the external marketing situation, |
| Pages |
48. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
48. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
PEST analysis, |
| Pages |
49. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Relations to actors in the industry value net, |
| Pages |
54. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Analysing buying processes in the B2B market, |
| Pages |
60. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
62. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
63. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
63. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Case study 3: Suzlon Energy: The Indian wind turbine manufacturer seeks new business opportunities in the world market, |
| Pages |
65. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
SWOT analysis, |
| Pages |
69. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
69. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Elements of the SWOT analysis, |
| Pages |
70. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Matching and converting in the SWOT matrix, |
| Pages |
72. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The application of the SWOT analysis, |
| Pages |
72. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Necessary analyses, |
| Pages |
73. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Benefits of and barriers to conducting a SWOT analysis, |
| Pages |
74. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Multilevel SWOT analyses, |
| Pages |
77. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
78. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
78. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
79. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Case study 4: Ducati: the Italian motorbike icon is searching for new markets, |
| Pages |
80. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Part 2 developing the marketing strategy and programme. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Strategic market planning, |
| Pages |
89. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
89. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Vision and mission statement, |
| Pages |
90. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Strategic objectives, |
| Pages |
92. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Estimation of the planning gap, and problem diagnosis, |
| Pages |
93. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The search for strategic alternatives for closing the 'planning gap', |
| Pages |
96. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Estimating financial consequences, |
| Pages |
107. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
111. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
111. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
113. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Case study 5: weetabix: attacking Kellogg's in the breakfast cereal market, |
| Pages |
114. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The segmentation process, |
| Pages |
121. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
121. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The benefits and underlying premises of market segmentation, |
| Pages |
122. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The STP (segmentation, targeting and positioning) approach, |
| Pages |
123. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Segmenting consumer markets (B2C), |
| Pages |
125. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Segmenting business markets (B2B), |
| Pages |
132. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Segmenting (screening) international markets and countries, |
| Pages |
138. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Difficulties of implementing segmentation in the organization, |
| Pages |
141. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
142. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
144. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
144. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Case study 6: TAG Heuer: the Swiss watchmaker is segmenting and penetrating the Indian market, |
| Pages |
146. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Marketing mix decisions I: product, |
| Pages |
152. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
152. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Product mix decisions, |
| Pages |
153. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Different product levels, |
| Pages |
154. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Product differentiation, |
| Pages |
157. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Differentiating the augmented product, |
| Pages |
159. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Brand equity, |
| Pages |
160. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The NPD process, |
| Pages |
163. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Brand stretching, |
| Pages |
166. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Co-branding and ingredient branding, |
| Pages |
167. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Global branding, |
| Pages |
169. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
170. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
172. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
172. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Case study 7: Dyson Airblade: penetrating the US hand dryer market with a new technology, |
| Pages |
174. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Marketing mix decisions II: pricing, |
| Pages |
177. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
177. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Environmental factors, |
| Pages |
179. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
General marketing strategy, |
| Pages |
181. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Pricing objectives, |
| Pages |
181. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Pricing strategy, |
| Pages |
182. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Pricing tactics, |
| Pages |
190. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
191. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
192. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
193. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Case study 8: bang & olufsen: is the image justifying the price level in a time of recession?, |
| Pages |
194. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Marketing mix decisions III: distribution, |
| Pages |
200. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
201. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The role of the intermediary, |
| Pages |
201. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Entry mode strategy, |
| Pages |
202. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Designing and managing the channel structure, |
| Pages |
204. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Global distribution channel design, |
| Pages |
212. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Multiple channel strategy, |
| Pages |
218. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Grey (parallel) distribution, |
| Pages |
223. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Logistics, |
| Pages |
228. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The internationalization of retailing, |
| Pages |
231. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
232. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
233. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
234. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Case study 9: Hennes & Mauritz: successful fashion retailer with one brand store concept, |
| Pages |
235. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Marketing mix decisions IV: communication, |
| Pages |
240. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
241. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Advertising, |
| Pages |
242. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Sales promotion, |
| Pages |
248. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Public relations (PR) and sponsorhip, |
| Pages |
250. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Internet promotion, |
| Pages |
252. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Direct marketing, |
| Pages |
260. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Personal selling, |
| Pages |
263. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Push and pull strategies, |
| Pages |
267. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Combining communications and distribution: multi-channel customer, |
| Pages |
268. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
275. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
275. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
276. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Case study 10: Suntory: 'for relaxing time, make it suntory time', |
| Pages |
278. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Part 3 implementing and managing the marketing plan. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Developing and managing customer relationships, |
| Pages |
285. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
286. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Loyalty, |
| Pages |
286. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Satisfaction of customers and employees, |
| Pages |
289. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Value: customer perception of value, |
| Pages |
290. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Customer relationship management (CRM), |
| Pages |
292. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
One-to-one marketing, |
| Pages |
296. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Global account management (GAM), |
| Pages |
298. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Creating long-term customer value, |
| Pages |
306. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
310. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
311. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
311. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Case study 11: Embraer: Are B2B buyer-seller relationships relevant in the business jet industry?, |
| Pages |
313. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Organizing and implementing the marketing plan, |
| Pages |
324. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
325. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The process of developing the international marketing plan, |
| Pages |
325. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
E-marketing and its effect on the international marketing mix, p325. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Writing the international marketing plan document, |
| Pages |
333. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Barriers impeding the implementation of marketing plans, and what to do about them, |
| Pages |
343. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Organization structures for international marketing efforts, |
| Pages |
345. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The role of internal marketing, |
| Pages |
351. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
353. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
354. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
355. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Case study 12: Victoria Secret: looking for new business opportunities in the European lingerie market, |
| Pages |
356. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Budgeting and control, |
| Pages |
371. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
371. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Marketing productivity and econmic results, |
| Pages |
372. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Marketing budgeting, |
| Pages |
372. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Controlling the marketing programme, |
| Pages |
386. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
386. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
388. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
388. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Case study 13: Music world entertainment (MWE): New worldwide organizational structure and the marketing planning and budgetting of Beyonce s new album, |
| Pages |
390. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Ethical, social and environmental aspects of marketing planning, |
| Pages |
397. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Introduction, |
| Pages |
398. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Corporate social responsibility (CSR), |
| Pages |
398. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ethics, |
| Pages |
399. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Social marketing, |
| Pages |
402. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Environmental/green issues, |
| Pages |
405. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
411. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Questions for discussion, |
| Pages |
411. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
References, |
| Pages |
411. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Case study 14: (RED) fighting AIDS in African through alliances, |
| Pages |
413. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Index, |
| Pages |
418. |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
KOHA |