Marian Wood, Marian Burk Wood

Marketing Plan Handbook

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Pearson / Pearson Education Limited
• 5. Auflage
• Seitenzahl: 224
• Erscheinungstermin: 2. August 2013
• Englisch
• Abmessung: 276mm x 216mm x 13mm
• Gewicht: 568g
• ISBN-13: 9781292021676
• ISBN-10: 1292021675
• Artikelnr.: 48934497

Inhaltsangabe

Preface
 1. Marketing Planning: New Pace, New Possibilities 
 2. Analyzing the Current Situation 
 3. Understanding Markets and Customers 
 4. Segmenting, 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 Marketing Communications and Influence Strategy 
 10. Planning Metrics and Implementation Control 
 
Glossary. 
Credits. 
Index.