Marketing Plan: A Handbook

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  • Edition: CD
  • Format: Paperback
  • Copyright: 2002-04-01
  • Publisher: Pearson College Div
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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.

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