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Marketing Plan Handbook, The, CourseSmart eTextbook, 4th Edition

By Marian Burk Wood

Published by Prentice Hall

Published Date: Feb 11, 2010

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Description

For marketing courses that focus on creating a marketing plan.

A step-by-step guide to creating a customized marketing plan.

The Marketing Plan Handbook
is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.

The fourth edition includes dozens of new examples, a new conceptual model, and current coverage of the latest developments found in marketing today.

Table of Contents

Chapter 1: Marketing Planning: New Urgency, New Possibilities
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 Marketing Communications and Influence Strategy
Chapter 10: Planning Metrics and Implementation Control

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Marketing Plan Handbook, The, CourseSmart eTextbook, 4th Edition
Format: Safari Book

$35.60 | ISBN-13: 978-0-13-608938-4