The Marketing Plan Handbook (häftad)
Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
216
Utgivningsdatum
2004-11-01
Upplaga
2
Förlag
Pearson
Illustrationer
illustrations
Antal komponenter
1
ISBN
9780131485259
The Marketing Plan Handbook (häftad)

The Marketing Plan Handbook

United States Edition

Häftad, Engelska, 2004-11-01
506
Specialorder (osäker tillgång). Skickas inom 11-20 vardagar.
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For use as a supplement the main text in marketing management, principles of marketing, and marketing strategy courses.

The Marketing Plan Handbook guides students through the complete development of a realistic, customized marketing plan applying marketing concepts learned in the classroom. The Marketing Plan Pro software bundled with the text helps students create practical plans, and allows them to critique sample marketing plans that serve as models for their own plans.
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Innehållsförteckning



 1. Introduction to Marketing Planning.


 2. Analyzing the Current Situation.


 3. Understanding Markets and Customers.


 4. Planning Segmentation, Targeting, and Positioning.


 5. Planning Direction, Objectives, and Marketing Support.


 6. Developing Product and Brand Strategy.


 7. Developing Channel and Logistics Strategy.


 8. Developing Pricing Strategy.


 9. Developing Integrated Marketing Communication Strategy.


10. Budgeting, Forecasting, and Implementation Control.


Appendix 1. Sample Marketing Plan.


Appendix 2. Documenting a Plan with Marketing Plan Pro.


Glossary.