Marketing: Step-by-step model with checklists, tools and tips

A marketing plan forces the marketer to base his strategy and tactics on internal and external analysis. Such a plan also obliges him to build in criteria that allow him to evaluate later whether the marketing efforts have met the proposed objectives using a scorecard.

This book with enclosed CD-ROM provides a step-by-step plan that can be used in all areas of application (B2B, B2C, international, etc.) and at all levels (company, business unit, brand, etc.). It is based, among other things, on a 'logical management model' designed by the author himself. Checklists, tools and concrete tips are provided for each component of the marketing plan that allow the reader to draw up a structured marketing plan. The book and CD-ROM are therefore an ideal working tool for practitioners.