The Marketing Plan, 4th Edition

by William A. Cohen (Touro University International)

• ISBN13: 9780471230595
• ISBN10: 0471230596
• Edition: 4th
• Format: Paperback
• Copyright: 2005-01-01
• Publisher: Wiley

Summary

Create winning marketing plans like the pros! Whether you're starting a new business or launching a new product line within a company, you won't be able to succeed without a clear plan that defines your goals and how you will achieve them. Now, best-selling author William Cohen equips you with the knowledge, tools, and techniques you'll need to develop marketing plans like the pros. The Marketing Plan, 4th Edition presents step-by-step procedures--from scanning your environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing your plan, and everything in between. Plus, a new appendix shows how to apply strategy in your marketing plan. When you complete the book, you will not only know what to do, but also how and why. With this practical guide, you get: * Step-by-step instructions: This easy-to-follow, logical approach keeps you clearly focused on what you need to do to develop a successful marketing plan. * Time-saving forms: Throughout the book, you'll find forms for a variety of marketing planning tasks, such as defining the target market and making decisions about products using a portfolio approach. * Actual marketing plans from readers who have used the book: This new Fourth Edition features three new sample marketing plans. These plans show how readers have adapted the basic ideas in this book and translated them into successful marketing plans for particular products or services.

Table of Contents

Chapter 1. Step 1: Planning the Development of a Marketing Plan.

Chapter 2. Step 2: Scanning Your Environment.

Chapter 3. Step 3: Establishing Goals and Objectives.

Chapter 4. Step 4: Developing Marketing Strategy.

Chapter 5. Step 5: Developing Marketing Tactics.

Chapter 6. Step 6: Forecasting for Your Marketing Plan.

Chapter 7. Step 7: Calculating Important Financial Ratios for Your Marketing Plan.

Chapter 8. Step 8: Presenting the Marketing Plan.

Chapter 9. Step 9: Implementation.

Appendix A: Sample Marketing Plans.

Appendix B: Sources of Secondary Research.

Appendix C: Examples of Simple Marketing Research an a Marketing Checklist.

Appendix D: How to Lead a Team.

Appendix E: The Concept and Application of Marketing Strategy.

Index.