Mastering the Art: An Entrepreneurial Guide to a Profit-Driven Marketing Plan
Edition: 1
Copyright: 2018
Pages: 174
Edition: 1
Copyright: 2018
Pages: 174
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Every great product idea needs a plan, a guideline, and a strategy that takes an innovative idea from conception to production.
Mastering the Art: An Entrepreneurial Guide to a Profit-Driven Marketing Plan helps individuals with a viable idea of a marketable item create a comprehensive marketing plan that is profit-driven and implementable in today’s marketplace. The publication examines the marketing plan as an extension of the business plan - taking a singular approach to specifying the strategies and tactics that will get the focal product or service to the marketplace.
Dr. Merlyn Griffiths and Dr. Channelle James’ Mastering the Art: An Entrepreneurial Guide to a Profit-Driven Marketing Plan:
- Is Comprehensive! The authors take the reader on a step-by-step journey in the creation of their own plan - allowing the reader to “learn, think and do” progressively through the chapters, culminating in a comprehensive marketing plan of their own.
- Is Practical! The title is perfect for students in a marketing or entrepreneurship class; entrepreneurs with a product, service, or app who want to get into the marketplace; or established business owners who need to rejuvenate consumer interest in your product to increase profitability.
- Helps apply learning! Integrated within each chapter, are The Story of Lulu vignettes - an entrepreneurial character that demonstrates the ease to which an entrepreneur can create a marketing plan. The examples provide a fun, easy and innovative approach in addressing each section of the marketing plan.
- Is student friendly! Includes Case in Point features that provide the reader with real-life examples of the application or principles discussed in the chapter. In addition, Learn, Think, Do sections are designed so readers can work cooperatively with others to optimize the quality of their marketing plan.
Chapter 1 Ideation: Where Do the Great Ideas Come From?
Chapter 2 Marketing Knowledge: What Every Good Marketer Knows
Chapter 3 Marketing Research
Chapter 4 Understanding the Landscape
Chapter 5 Behind the Doors: Industry Analysis
Chapter 6 Situation and Competitor Analysis
Chapter 7 Marketing Strategy: Segmentation, Targeting, and Positioning
Chapter 8 The Defining Moment: Marketing Mix-Developing a Concept Model
Chapter 9 Financial Objectives: Budgeting and Forecasting
Chapter 10 Performance Monitor, Measure, and Change
Merlyn A. Griffiths, PhD., is an Associate Professor of Marketing at the University of North Carolina-Greensboro in the Bryan School of Business and Economics. She is a graduate of the University of California-Irvine (Ph.D.), Bentley University (MBA) and Boston University (BS). Her research interests include consumer behavior and consumption, territoriality, branding and services marketing and her work is published in leading journals including Circulation, Journal of Public Policy and Marketing, Journal of Service Research, Journal of Consumer Affairs, Journal of Marketing Theory and Practice, among others. She has also published in the Wall Street Journal.
Dr. Griffiths has been featured on several media networks including BBC and MSNBC, and has received numerous awards including Journal of Service Research paper of the year; Bryan School Teacher of the Year; Southern Management Association Most Innovative Session Award; Association for Consumer Research Best Film award; Academy of Marketing Science Jane K. Fenyo Best Research Paper; UC Regents Faculty Mentor Award, Academy of Marketing Science Fellowship and, the Sheth Consortium Fellowship.
She is a sought-after speaker, teacher, and workshop presenter with engagements including: The Food and Drug Administration (FDA); Community Anti-Drug Coalitions of America (A Centers for Disease Control and Prevention Project); Brunel University (London) Sharing Economy Symposium; The KPMG PhD Project, North Carolina 2nd Jurisdictional Business and Professional Women’s Federation; North Carolina Recreation and Park Association Marketing Summit; American Marketing Association Doctoral Special Interest Group; and Allen University Leadership Series.
Channelle James, PhD is a faculty member in the Department of Marketing, Entrepreneurship Hospitality and Tourism at the University of North Carolina at Greensboro. She serves as the University’s Faculty Senate Parliamentarian. Dr James is also the President and Executive Director of Community Ventures Inc., a nonprofit startup focused on creating social good in Greensboro North Carolina through entrepreneurship and social innovation. She consults with microenterprises many of which are community-based ventures, social enterprises, and nonprofit organizations primarily in the city of Greensboro.
Dr James is also a content creator focused on podcasts and online training to support sustainability and social justice. She publishes based on her research in sustainable/social entrepreneurship, diversity, and community support of entrepreneurship for vulnerable communities.
She is committed to community engagement working on projects around food insecurity and women & minority entrepreneurs. Her background in venture development and creating social good provides her with a unique ability to address social and economic issues in the community. She is a native of Asheville North Carolina and a graduate of both Western Carolina University and the University of North Carolina at Greensboro.
Every great product idea needs a plan, a guideline, and a strategy that takes an innovative idea from conception to production.
Mastering the Art: An Entrepreneurial Guide to a Profit-Driven Marketing Plan helps individuals with a viable idea of a marketable item create a comprehensive marketing plan that is profit-driven and implementable in today’s marketplace. The publication examines the marketing plan as an extension of the business plan - taking a singular approach to specifying the strategies and tactics that will get the focal product or service to the marketplace.
Dr. Merlyn Griffiths and Dr. Channelle James’ Mastering the Art: An Entrepreneurial Guide to a Profit-Driven Marketing Plan:
- Is Comprehensive! The authors take the reader on a step-by-step journey in the creation of their own plan - allowing the reader to “learn, think and do” progressively through the chapters, culminating in a comprehensive marketing plan of their own.
- Is Practical! The title is perfect for students in a marketing or entrepreneurship class; entrepreneurs with a product, service, or app who want to get into the marketplace; or established business owners who need to rejuvenate consumer interest in your product to increase profitability.
- Helps apply learning! Integrated within each chapter, are The Story of Lulu vignettes - an entrepreneurial character that demonstrates the ease to which an entrepreneur can create a marketing plan. The examples provide a fun, easy and innovative approach in addressing each section of the marketing plan.
- Is student friendly! Includes Case in Point features that provide the reader with real-life examples of the application or principles discussed in the chapter. In addition, Learn, Think, Do sections are designed so readers can work cooperatively with others to optimize the quality of their marketing plan.
Chapter 1 Ideation: Where Do the Great Ideas Come From?
Chapter 2 Marketing Knowledge: What Every Good Marketer Knows
Chapter 3 Marketing Research
Chapter 4 Understanding the Landscape
Chapter 5 Behind the Doors: Industry Analysis
Chapter 6 Situation and Competitor Analysis
Chapter 7 Marketing Strategy: Segmentation, Targeting, and Positioning
Chapter 8 The Defining Moment: Marketing Mix-Developing a Concept Model
Chapter 9 Financial Objectives: Budgeting and Forecasting
Chapter 10 Performance Monitor, Measure, and Change
Merlyn A. Griffiths, PhD., is an Associate Professor of Marketing at the University of North Carolina-Greensboro in the Bryan School of Business and Economics. She is a graduate of the University of California-Irvine (Ph.D.), Bentley University (MBA) and Boston University (BS). Her research interests include consumer behavior and consumption, territoriality, branding and services marketing and her work is published in leading journals including Circulation, Journal of Public Policy and Marketing, Journal of Service Research, Journal of Consumer Affairs, Journal of Marketing Theory and Practice, among others. She has also published in the Wall Street Journal.
Dr. Griffiths has been featured on several media networks including BBC and MSNBC, and has received numerous awards including Journal of Service Research paper of the year; Bryan School Teacher of the Year; Southern Management Association Most Innovative Session Award; Association for Consumer Research Best Film award; Academy of Marketing Science Jane K. Fenyo Best Research Paper; UC Regents Faculty Mentor Award, Academy of Marketing Science Fellowship and, the Sheth Consortium Fellowship.
She is a sought-after speaker, teacher, and workshop presenter with engagements including: The Food and Drug Administration (FDA); Community Anti-Drug Coalitions of America (A Centers for Disease Control and Prevention Project); Brunel University (London) Sharing Economy Symposium; The KPMG PhD Project, North Carolina 2nd Jurisdictional Business and Professional Women’s Federation; North Carolina Recreation and Park Association Marketing Summit; American Marketing Association Doctoral Special Interest Group; and Allen University Leadership Series.
Channelle James, PhD is a faculty member in the Department of Marketing, Entrepreneurship Hospitality and Tourism at the University of North Carolina at Greensboro. She serves as the University’s Faculty Senate Parliamentarian. Dr James is also the President and Executive Director of Community Ventures Inc., a nonprofit startup focused on creating social good in Greensboro North Carolina through entrepreneurship and social innovation. She consults with microenterprises many of which are community-based ventures, social enterprises, and nonprofit organizations primarily in the city of Greensboro.
Dr James is also a content creator focused on podcasts and online training to support sustainability and social justice. She publishes based on her research in sustainable/social entrepreneurship, diversity, and community support of entrepreneurship for vulnerable communities.
She is committed to community engagement working on projects around food insecurity and women & minority entrepreneurs. Her background in venture development and creating social good provides her with a unique ability to address social and economic issues in the community. She is a native of Asheville North Carolina and a graduate of both Western Carolina University and the University of North Carolina at Greensboro.