9780131641495

Marketing Plan Handbook, The, and Pro Premier Marketing Plan Package

by
  • ISBN13:

    9780131641495

  • ISBN10:

    0131641492

  • Edition: 2nd
  • Format: Package
  • Copyright: 1/1/2008
  • Publisher: Prentice Hall
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Summary

TheMarketing Plan Handbookguides readers through the complete development of a realistic, customized marketing plan, and theMarketing Plan Prosoftware bundled with the book helps users create practical plans, and allows them to critique sample marketing plans.From the introduction to marketing planning to market analysis, strategic development, and plan implementation, this book covers all aspects of the marketing plan.A great introduction and overview for any business owner, marketing agent, or anyone looking for a practical guide to marketing planning.

Table of Contents

Introduction to Marketing Planning
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 Channel and Logistics Strategy
Developing Pricing Strategy
Developing Integrated Marketing Communication Strategy
Planning Performance Measurement and Implementation Control
Sample Marketing Plan: Sonic Superphone
Documenting a Plan with Marketing Plan Pro
References, Source Notes, Glossary, Index
Table of Contents provided by Publisher. All Rights Reserved.

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