The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing, 4th Edition

by Hiebing, Roman; Cooper, Scott; Wehrenberg, Steve

• ISBN13: 9780071745574
• ISBN10: 0071745572
• Edition: 4th
• Format: Paperback
• Copyright: 2011-10-06
• Publisher: McGraw Hill

Summary

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