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Marketing Plan: A Handbook,9780131759473
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Marketing Plan: A Handbook

by
Edition:
CD
ISBN13:

9780131759473

ISBN10:
0131759477
Format:
Paperback
Pub. Date:
4/1/2002
Publisher(s):
Pearson College Div
List Price: $68.33
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Summary

Practical hands-on supplement enables readers to develop a realistic, customized marketing plan. Offers readers the opportunity to create and critique marketing plans for all kinds of organizations. Softcover.

Table of Contents

1. Introduction to Marketing Planning.
2. Analyzing Your Current Situation.
3. Understanding Markets and Customers.
4. Planning Segmentation, Targeting, and Positioning.
5. Determining Objectives and Strategic Direction.
6. Developing Marketing Strategies and Programs.
7. Budgeting, Forecasting, and Tracking Progress.
8. Controlling Plan Implementation.
Appendix 1: Marketing Plan Resources.
Appendix 2: Sample Marketing Plan.
Appendix 3: Documenting a Marketing Plan With Marketing Plan Pro.
Glossary.


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