THE MARKETING PLAN IN PRACTICE

This book shows the management of any company how to prepare a marketing plan as a practical, useful and effective working tool, leading it, step by step, through the different stages in the preparation of the plan in order to survive in the battle of market competitiveness.

José María Sainz de Vicuña, in this twenty-fifth edition, focuses on the main changes introduced in four areas: sustainability, digitalization, internationalization and adaptation to change. Thus:

- the importance of sustainability is emphasized by raising awareness through ESG (environmental, social and governance standards);

- insists on keeping in mind the increasing digitalization and the rise of digital marketing;

- the number of cases analyzed has been increased by adding to the existing ones, such as ICPD (Pilar Domínguez Clinical Institute) and SDV Planning, which make it possible to show the marketing plans presented in the book, not only by sector of activity (consumer, services and industrial), but also by concept (digital marketing plan, international marketing plan and strategic marketing plan);

- and reminds us of the need to adapt to the changes that are taking place and prepare for those that are coming, setting the necessary Sustainable Development Goals (SDGs).

The marketing plan in practice is already of great use to more than 45,000 businessmen, managers, professors and marketing students in Spain and Latin America who have consulted it in their training and daily work.

Index

Part I: Marketing and planning - The marketing plan within the overall planning process - The marketing plan - Part II: Presentation of the Marketing Plan elaboration phases step by step - Situation analysis - Situation diagnosis - Setting marketing objectives - Choice of marketing strategies - Operational marketing decisions - Part III: Application of a marketing plan methodology to an industrial company - Application of a marketing plan methodology to a service company - Application of a marketing plan methodology to a service company - Part III: Application of a marketing plan methodology to an industrial company - Application of a marketing plan methodology to a service company Part III: Application of the methodology of a marketing plan to an industrial company.- Application of the methodology of a marketing plan to a service company.- Requirements for a successful marketing plan.- Bibliography.