9780130613172

The Marketing Plan: A Handbook

by
  • ISBN13:

    9780130613172

  • ISBN10:

    0130613177

  • Format: Paperback
  • Copyright: 5/1/2002
  • Publisher: PRENTICE HALL
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Summary

This practical, hands-on supplement enables readers to develop a realistic, customized marketing plan. The Marketing Plan Pro software packaged with the book is a powerful tool that offers readers the opportunity to create and critique marketing plans for all kinds of organizations. User-friendly Marketing Plan Pro software allows readers to quickly and easily create customized marketing plans and critique sample plans. Topic-by-topic integration of online and off-line resources helps readers locate data as they move through the process of researching and creating a customized marketing plan.

Table of Contents

Preface xi
Introduction to Marketing Planning
1(19)
Analyzing the Current Situation
20(17)
Understanding Markets and Customers
37(16)
Planning Segmentation, Targeting, and Positioning
53(14)
Determining Objectives and Strategic Direction
67(8)
Developing Marketing Strategies and Programs
75(31)
Budgeting, Forecasting, and Tracking Progress
106(15)
Controlling Plan Implementation
121(11)
Appendix 1 Marketing Plan Resources 132(3)
Appendix 2 Sample Marketing Plan: Sonic Personal Digital Assistant 135(17)
Appendix 3 Documenting a Marketing Plan with Marketing Plan Pro Software 152(33)
References 185(7)
Source Notes 192(2)
Glossary 194(3)
Index 197

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