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9780844232034

The Successful Marketing Plan: A Disciplined and Comprehensive Approach

by ;
  • ISBN13:

    9780844232034

  • ISBN10:

    0844232033

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 1997-01-11
  • Publisher: MCG
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List Price: $36.95

Summary

Use this time-tested method to teach students how to develop an effective marketing plan. A disciplined, integrated, and interlocking approach to marketing planning is presented in 10, easy-to-follow steps. Practical worksheets help students define the important issues, determine answers to key questions, and make informed decisions. Students will learn the same planning process that has achieved real results for real companies, from Fortune 500 to entrepreneurial start-ups.

Table of Contents

Part I: Marketing Background
    1. The Business Review 2. How to Prepare a Business Review 3. Problems and Opportunities
Part II: Marketing Plan
    4. Sales Objectives 5. Target Markets and Marketing Objectives 6. Positioning 7. Marketing Strategies 8. Communication Goals 9. Product/Branding/Packaging 10. Pricing 11. Distribution 12. Personal Selling/Service 13. Promotion/Events 14. Advertising Message 15. Advertising Media 16. Merchandising 17. Publicity 18. Marketing Budget, Payback Analysis, and Marketing Calendar
Part III: Execution
    19. Plan Execution
Part IV: Evaluation
    20. Plan Evaluation 21. Marketing Research and Testing ( R&T)

Supplemental Materials

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