The Marketing Plan: A Handbook
by Wood, Marian BurkEdition: 2nd
Format: Paperback
Pub. Date: 2005-01-01
Publisher(s): Prentice Hall
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Summary
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.
Table of Contents
| Introduction to Marketing Planning | |
| Analyzing the Current Situation | |
| Understanding Markets and Customers | |
| Planning Segmentation, Targeting, and Positioning | |
| Planning Direction, Objectives, and Marketing Support | |
| Developing Product and Brand Strategy | |
| Developing Channel and Logistics Strategy | |
| Developing Pricing Strategy | |
| Developing Integrated Marketing Communication Strategy | |
| Budgeting, Forecasting, and Implementation Control | |
| Sample Marketing Plan | |
| Documenting a Plan with Marketing Plan Pro | |
| Glossary | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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