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The Marketing Plan: A Handbook

by
Edition:
2nd
ISBN13:

9780131485259

ISBN10:
0131485253
Format:
Paperback
Pub. Date:
1/1/2005
Publisher(s):
Prentice Hall

Questions About This Book?

What version or edition is this?
This is the 2nd edition with a publication date of 1/1/2005.
What is included with this book?
  • The Used copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included.

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Summary

For use as a supplement the main text in marketing management, principles of marketing, and marketing strategy courses. The Marketing Plan Handbook guides students through the complete development of a realistic, customized marketing plan applying marketing concepts learned in the classroom. The Marketing Plan Pro software bundled with the text helps students create practical plans, and allows them to critique sample marketing plans that serve as models for their own plans.

Table of Contents

Introduction to Marketing Planning
Analyzing the Current Situation
Understanding Markets and Customers
Planning Segmentation, Targeting, and Positioning
Planning Direction, Objectives, and Marketing Support
Developing Product and Brand Strategy
Developing Channel and Logistics Strategy
Developing Pricing Strategy
Developing Integrated Marketing Communication Strategy
Budgeting, Forecasting, and Implementation Control
Sample Marketing Plan
Documenting a Plan with Marketing Plan Pro
Glossary
Table of Contents provided by Publisher. All Rights Reserved.


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