Marketing Planning by Design

The reason for this lies in the lack of a plan for marketing planning.

This book not only identifies numerous examples of this problem as experienced by businesses, it also offers ways of solving the problem. Ralf Strauss highlights a 7 phase process for marketing planning, where the potential marketing can reach is demonstrated. Useful check lists included in this book allow the readers to readily create their own ‘plans for a marketing planning’.

With insights drawn from more than 150 case studies included in the book, Marketing Planning by Design covers areas such as:

• How to overcome existing hurdles of marketing planning and marketing strategy.
• How to set up a project for managing the marketing planning cycle.
• How to develop a really target group and content driven marketing planning, which is stepwise cascaded from a program, campaign down to a tactical level.
• How to make marketing accountable in terms of performance measurement.
• How to implement an enhanced marketing planning in the organisation.
• How to systematically integrate Web 2.0 into marketing planning, or how to link marketing with modern IT.

This highly practical book is destined to be a must-have reference work on any marketer’s desk.