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The Marketing Plan Handbook

by
Edition:
4th
ISBN13:

9780136089360

ISBN10:
0136089364
Format:
Paperback
Pub. Date:
2/11/2010
Publisher(s):
Prentice Hall

Questions About This Book?

What version or edition is this?
This is the 4th edition with a publication date of 2/11/2010.
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.

Summary

The Marketing Plan Handbookguides readers through the complete development of a realistic, customized marketing plan. Marketing Planning: New Urgency, New Possibilities; 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 Pricing Strategy; Developing Channel and Logistics Strategy; Developing Marketing Communications and Influence Strategy; Planning Metrics and Implementation Control A great introduction and overview for any business owner, marketing agent, or anyone looking for a practical guide to marketing planning.

Table of Contents

Chapter 1: Marketing Planning: New Urgency, New Possibilities
Chapter 2: Analyzing the Current Situation
Chapter 3: Understanding Markets and Customers
Chapter 4: Planning Segmentation, Targeting, and Positioning
Chapter 5: Planning Direction, Objectives, and Marketing Support
Chapter 6: Developing Product and Brand Strategy
Chapter 7: Developing Pricing Strategy
Chapter 8: Developing Channel and Logistics Strategy
Chapter 9: Developing Marketing Communications and Influence Strategy
Chapter 10: Planning Metrics and Implementation Control



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