| Preface |
|
ix | |
| Introduction |
|
xi | |
| Part I DATA ANALYSIS |
|
1 | (128) |
|
Predicting Your Marketing Achievements |
|
|
3 | (18) |
|
Marketing Objectives Summary |
|
|
4 | (1) |
|
Sales and Revenue Forecasting |
|
|
5 | (3) |
|
Product Profitability Projections |
|
|
8 | (1) |
|
|
|
9 | (1) |
|
|
|
10 | (2) |
|
Business Expansion and Growth Goals |
|
|
12 | (2) |
|
Marketing Organizational Structure |
|
|
14 | (4) |
|
Marketing Information Systems |
|
|
18 | (3) |
|
Affirming Your Marketing Direction |
|
|
21 | (10) |
|
Overall Marketing Management Strategy |
|
|
21 | (1) |
|
|
|
22 | (4) |
|
|
|
26 | (5) |
|
Programming Your Marketing Mix Functions |
|
|
31 | (64) |
|
Overall Marketing Management Tactical Plan |
|
|
31 | (2) |
|
Research and Data Management Plan |
|
|
33 | (6) |
|
Product Management and Development Plan |
|
|
39 | (8) |
|
|
|
47 | (4) |
|
|
|
51 | (5) |
|
Sales Management and Selling Plan |
|
|
56 | (8) |
|
|
|
64 | (11) |
|
|
|
75 | (8) |
|
|
|
83 | (7) |
|
|
|
90 | (5) |
|
Implementing Your Marketing Plan |
|
|
95 | (12) |
|
Turning Tactical Plans into Actions and Results |
|
|
95 | (2) |
|
Scheduling the Marketing Mix |
|
|
97 | (4) |
|
Media Placement Selection |
|
|
101 | (6) |
|
Determining the Marketing Budget |
|
|
107 | (8) |
|
Individual Marketing Activities (Mix) Expenses |
|
|
108 | (3) |
|
Overall Marketing Mix Expenses |
|
|
111 | (1) |
|
Product/Customer to Marketing Expenses |
|
|
112 | (3) |
|
Instituting Marketing Controls |
|
|
115 | (4) |
|
|
|
115 | (1) |
|
Corrective Actions and Managing Change |
|
|
116 | (1) |
|
Updating and Planning for Next Year |
|
|
117 | (2) |
|
Presenting the Marketing Plan |
|
|
119 | (10) |
|
Preparing the Presentation |
|
|
119 | (6) |
|
Presenting and Releasing the Marketing Plan |
|
|
125 | (4) |
| Part II DATA REPORTING: FORMATS |
|
129 | (2) |
|
|
|
131 | (6) |
|
|
|
137 | (4) |
|
|
|
141 | (64) |
|
|
|
205 | (8) |
|
|
|
213 | (6) |
|
|
|
219 | |
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