Descripciones mejoradas de Syndetics:

This text challenges established opinions on modern Iberian theatre through a consideration of the roles of contrasting figures and companies who have impacted upon both the practice and the perception of Spanish and European stages. It chooses to be a history of Spanish theatre rather than just a history of texts. It reaches many new conclusions and the case for acknowledging the wide influence of Spanish artists on European and American theatre is made in persuasive terms.

Tabla de contenidos provista por Syndetics

• Foreword(p. xvii)
• Preface(p. xix)
• Introduction(p. xxiii)
• What the Reader Can Expect(p. xxiii)
• Disciplined Marketing Planning(p. xxiv)
• The Ten Steps to Disciplined Marketing Planning(p. xxvii)
• Step 1 Business Review(p. xxvii)
• Step 2 Problems and Opportunities(p. xxvii)
• Step 3 Sales Objectives(p. xxviii)
• Step 4 Target Markets and Marketing Objective(p. xxviii)
• Step 5 Plan Strategies(p. xxviii)
• Step 6 Communication Goals(p. xxviii)
• Step 7 Tactical Marketing Mix Tools(p. xxix)
• Step 8 Budget, Payback Analysis, and Calendar(p. xxx)
• Step 9 Execution(p. xxx)
• Step 10 Evaluation(p. xxx)
• How to Use This Book in Your Marketing Planning(p. xxxi)
• Adapt the Process to Fit Your Business(p. xxxi)
• Strive to Fill Data Voids(p. xxxi)
• Keep Track of Your Ideas(p. xxxi)
• Apply the Material to Your Own Marketing Situation(p. xxxii)
• Use Idea Starters(p. xxxii)
• Allow Sufficient Time to Prepare and Modify Your Plan(p. xxxii)
• Part 1 Marketing Background
• Chapter 1 The Business Review(p. 3)
• Overview(p. 3)
• Why Market Information Is Important(p. 4)
• Primary Elements of the Business Review(p. 5)
• Preparing the Business Review(p. 7)
• Conducting Research(p. 13)
• Chapter 2 How to Prepare a Business Review(p. 23)
• Overview(p. 23)
• Section 1 Scope(p. 24)
• Section 2 Product and Market Review(p. 27)
• Section 3 Target Market Effectors(p. 58)
• Business Review Writing Style(p. 88)
• Dos and Don'ts(p. 89)
• Chapter 3 Problems and Opportunities(p. 91)
• Overview(p. 91)
• How to Write Actionable Problems and Opportunities(p. 93)
• Dos and Don'ts(p. 95)
• Part 2 Marketing Plan
• Chapter 4 Sales Objectives(p. 99)
• Overview(p. 99)
• How to Set Sales Objectives(p. 104)
• Dos and Don'ts(p. 112)
• Chapter 5 Target Markets and Marketing Objectives(p. 115)
• Overview(p. 116)
• Target Segmentation Methodology(p. 121)
• Business-to-Business Target Market Segmentation(p. 130)
• How to Write Target Market Descriptors(p. 132)
• Locking the Sales, Target Market, and Marketing Objectives Together(p. 132)
• How to Develop Your Marketing Objectives(p. 136)
• Dos and Don'ts(p. 140)
• Chapter 6 Brand Positioning(p. 143)
• Overview(p. 144)
• How to Develop Your Own Positioning(p. 147)
• Positioning by Matching(p. 148)
• Positioning by Mapping(p. 154)
• Positioning by Emotional Relationship(p. 161)
• How to Build an Emotional Relationship with the Consumer(p. 165)
• Prepare a Positioning Strategy(p. 166)
• Select a Positioning Execution(p. 167)
• Dos and Don'ts(p. 172)
• Chapter 7 Marketing Strategies(p. 175)
• Overview(p. 175)
• Alternative Strategies for Consideration(p. 176)
• How to Develop Your Marketing Strategies(p. 190)
• Dos and Don'ts(p. 191)
• Chapter 8 Communication Goals(p. 193)
• Overview(p. 194)
• Communication Goals Application(p. 199)
• Communication Control Challenges and Inherent Problems Regarding the Communication Value Method(p. 208)
• Dos and Don'ts(p. 210)
• Chapter 9 Product/Naming/Packaging(p. 213)
• Product Overview(p. 214)
• How to Develop a New Product Plan(p. 217)
• Why So Many New Products Fail(p. 218)
• Dos and Don'ts(p. 218)
• Naming Overview(p. 219)
• Dos and Don'ts(p. 225)
• Packaging Overview(p. 226)
• Reasons for Changing Your Packaging(p. 229)
• Developing a Packaging Plan(p. 230)
• Dos and Don'ts(p. 231)
• Chapter 10 Pricing(p. 233)
• Overview(p. 233)
• How to Develop a Pricing Plan(p. 240)
• Dos and Don'ts(p. 244)
• Chapter 11 Distribution(p. 247)
• Overview(p. 247)
• How to Develop a Distribution Plan(p. 251)
• Dos and Don'ts(p. 253)
• Chapter 12 Personal Selling/Service(p. 255)
• Overview(p. 255)
• How to Develop a Personal Selling/Service Plan(p. 258)
• Dos and Don'ts(p. 261)
• Chapter 13 Promotion/Events(p. 263)
• Overview(p. 264)
• Establishing Short-Term Promotion Sales Objectives(p. 266)
• How to Develop Your Promotion Objectives(p. 266)
• Promotion Strategy and Execution Considerations(p. 268)
• How to Develop Promotion Strategies and Programs(p. 271)
• How to Approach Event Marketing(p. 277)
• Dos and Don'ts(p. 281)
• Appendix of Promotion Vehicles(p. 283)
• Chapter 14 Advertising Message(p. 291)
• Overview(p. 292)
• The Disciplined Process for Creating Your Advertising Message(p. 292)
• Helpful Hints(p. 304)
• Dos and Don'ts(p. 306)
• Chapter 15 Advertising Media(p. 309)
• Overview(p. 310)
• Disciplined Approach to Media Planning(p. 310)
• Dos and Don'ts(p. 335)
• Appendix of Evolving Personal Media(p. 337)
• Chapter 16 Internet Media(p. 341)
• Overview(p. 342)
• Market-Led Approach(p. 342)
• The Process(p. 345)
• Establish Internet Objectives(p. 346)
• Considerations(p. 353)
• Dos and Don'ts(p. 354)
• Chapter 17 Merchandising(p. 357)
• Overview(p. 358)
• How to Develop a Merchandising Plan(p. 359)
• Dos and Don'ts(p. 360)
• Chapter 18 Public Relations(p. 363)
• Overview(p. 364)
• Public Relations as Part of Your Marketing Mix(p. 366)
• Specialized Areas of Public Relations(p. 367)
• How to Develop a Media Relations Program(p. 369)
• Executing Your Media Relations Plan(p. 379)
• Measuring and Evaluating Media Relations(p. 383)
• Dos and Don'ts(p. 384)
• Chapter 19 Marketing Budget, Payback Analysis, and Marketing Calendar(p. 387)
• Budgeting Overview(p. 388)
• How to Develop Your Budget(p. 388)
• Using a Combination of the Three Tasks to Finalize Your Budget(p. 389)
• How to Develop Your Budget Format(p. 390)
• Payback Analysis Overview(p. 390)
• Marketing Calendar Overview(p. 394)
• Dos and Don'ts(p. 396)
• Part 3 Execution
• Chapter 20 Plan Execution(p. 399)
• Overview(p. 399)
• Key Steps to Successful Execution(p. 400)
• Dos and Don'ts(p. 404)
• Part 4 Evaluation
• Chapter 21 Plan Evaluation(p. 409)
• Overview(p. 409)
• How to Structure the Sales Evaluation Process(p. 412)
• Dos and Don'ts(p. 413)
• Chapter 22 Marketing Research and Testing (R&T)(p. 417)
• Overview(p. 418)
• Examples of How to Develop Testing Programs(p. 420)
• Dos and Don'ts(p. 423)
• Appendix A Idea Starters by Marketing Situation(p. 425)
• Appendix B Worksheets for the Marketing Background(p. 443)
• Appendix C Worksheets and Formats for the Marketing Plan(p. 485)
• Index(p. 537)