The Marketing Plan Handbook

by Wood, Marian Burk

Edition:

4th

ISBN13:

9780136089360

ISBN10:

0136089364

Format:

Paperback

Pub. Date:

2/11/2010

Publisher(s):

Prentice Hall

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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.

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