By J. Paul Peter, James Donnelly Jr.
Preface to advertising administration, 14e, by way of Peter and Donnelly, is praised out there for its transparent and concise presentation of the fundamental ideas of promoting in this kind of method that the middle suggestions and concepts are coated in adequate intensity to make sure realizing. by way of delivering a fascinating, transparent, and conceptually sound textual content, this e-book has been capable of preserve its place as a number one advertising administration text.
The fourteenth variation serves as an outline for serious matters in advertising administration. Its short, low-cost, paperback structure makes it an ideal healthy for teachers who assign circumstances, readings, simulations or supply modules on advertising administration for MBA scholars. The textual content additionally works in classes that enforce a cross-functional curriculum the place the scholars are required to buy a number of texts.
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Additional info for A Preface to Marketing Management (14th Edition)
6 The Cross-Functional Perspective in Planning The strategic plan Mission Objectives Strategies Portfolio plan Functional area plans derived from strategic plan Production plan Marketing plan Human resource plan Finance plan Technology plan Objectives Forecast Budgets Strategies and programs Policies Objectives Forecast Budgets Strategies and programs Policies Objectives Forecast Budgets Strategies and programs Policies Objectives Forecast Budgets Strategies and programs Policies Objectives Forecast Budgets Strategies and programs Policies If done properly, strategic planning results in a clearly defined blueprint for management action in all functional areas of the organization.
Well-Stated Objectives Our objective is to spend 12 percent of sales revenue between 2013 and 2015 on research and development in an effort to introduce at least five new products in 2016. Our objective is to achieve a 10 percent return on investment during 2013, with a payback on new investments of no longer than four years. Our objective is to obtain customer satisfaction ratings of at least 90 percent on the 2013 annual customer satisfaction survey, and to retain at least 85 percent of our 2013 customers as repeat purchasers in 2014.
Milk Is a Natural”), packaging the product in different-sized packages, or making it available at more locations. Other functional areas of the business could also be involved in implementing the strategy in addition to marketing. A production plan might be developed to produce the product more efficiently. This plan might include increased production runs, the substitution of preassembled components for individual product parts, or the automation of a process that previously was performed manually.