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Updated and expandedthe planning guide marketers have relied on for 20 years! For two decades, The Successful Marketing Planhas served as the essential handbook for marketers of all levels, providing step-by-step formulas for results-focused, customer-driven marketing plans. Since the last edition, the world of marketing has taken new form and advanced in many ways, especially in the realm of online marketing and social media. The Successful Marketing Planhas been fully revised to bring you completely up to date on the latest developments in marketing. You get: New chapter on social media New chapter on benchmarking Great focus on strategy development Updated tactics and practical takeaways Online access to worksheets
Table of Contents
PART I BUSINESS REVIEW INSIGHTS CHAPTER 1 What You’ll Need to Know, Part 1 CHAPTER 2 What You’ll Need to Know, Part 2 CHAPTER 3 Problems and Opportunities PART II BRAND PLATFORM AND PLAN OBJECTIVES CHAPTER 4 Scope CHAPTER 5 Targets CHAPTER 6 Positioning CHAPTER 7 Sales Objectives CHAPTER 8 Marketing Objectives CHAPTER 9 Communication Objectives CHAPTER 10 Message Strategy CHAPTER 11 Umbrella Strategy PART III TACTICAL PLANS CHAPTER 12 Product, Naming, and Packaging CHAPTER 13 Pricing CHAPTER 14 Distribution CHAPTER 15 Personal Selling CHAPTER 16 Advertising Content CHAPTER 17 Promotions CHAPTER 18 Advertising Media CHAPTER 19 Interactive Communications CHAPTER 20 Merchandising CHAPTER 21 Public Relations PART IV EVALUATION CHAPTER 22 Budget, Payback, and Calendar CHAPTER 23 Execution CHAPTER 24 Plan Evaluation APPENDIX A Idea Starters by Marketing Situation APPENDIX B Worksheets for the Business Review APPENDIX C Worksheets and Formats for the Marketing Plan