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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