The Marketing Plan: A Handbook

by Wood, Marian Burk

• ISBN13: 9780130613172
• ISBN10: 0130613177
• Format: Paperback
• Copyright: 2002-05-01
• Publisher: PRENTICE HALL

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