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Marketing Plan Handbook, The, 3rd Edition

By Marian Burk Wood

Published by Pearson

Published Date: Mar 28, 2007

Table of Contents

Table of Contents


Chapter 1         Introduction to Marketing Planning

Chapter 2         Analyzing the Current Situation

Chapter 3         Understanding Markets and Customers

Chapter 4         Planning Segmentation, Targeting, and Positioning

Chapter 5         Planning Direction, Objectives, and Marketing Support

Chapter 6         Developing Product and Brand Strategy

Chapter 7         Developing Pricing Strategy

Chapter 8         Developing Channel and Logistics Strategy

Chapter 9         Developing Integrated Marketing Communication Strategy

Chapter 10       Planning Performance Measurement and Implementation Control

Appendix         Sample Marketing Plan: Sonic Superphone



References (endnotes from all chapters)

Credits (sources for exhibits, ads, screen grabs)

Index (company/product and subject together?)


Marketing Plan Handbook, The, 3rd Edition

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