Marketing Essentials

Sally Dibb and Lyndon Simkin
ISBN: 9781408011508

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Practitioners' Use of the Key Analytical Tools

This section details some popular approaches for applying certain key concepts. For example, how marketers analyse the marketing environment or produce a SWOT analysis, how they may best tackle competitor and customer analyses, or how marketers produce a directional policy matrix or a brand personality grid. In addition, these applications examine how marketers undertake marketing planning or the assessment of implementation effectiveness. You can view each article individually or download the files as a single Winxip file. Please note that each file will open in a separate window.

• Undertaking a SWOT analysis
• Using the Dibb/Simkin Competitive Positions Proforma to assess competitors
• Analysing the marketing environment
• Using the Dibb/Simkin Buying Proforma to understand customers’ buying behaviour
• Applying the Brand Personality Grid
• Developing brand names
• Producing a Directional Policy Matrix in portfolio analysis
• Economic value to the customer analysis (EVC)
• Tackling marketing planning
• Implementation management
• The Dibb/Simkin Market Status Audit
• Report writing

Download all the files as a single Winzip file