9780136089360

The Marketing Plan Handbook

by
  • ISBN13:

    9780136089360

  • ISBN10:

    0136089364

  • Edition: 4th
  • Format: Paperback
  • Copyright: 2/11/2010
  • Publisher: Prentice Hall
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Supplemental Materials

What is included with this book?

  • The bShowEBook copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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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