The Marketing Plan Handbook / Edition 3

The Marketing Plan Handbook / Edition 3

by Marian Burk Wood
     
 

How do you get your students actively engaged in applying concepts while writing a marketing plan? What types of tools would you like to help guide them along in the creation process? How do you integrate the ever-changing business environment into the idea of writing marketing plans?

Never has a carefully crafted, properly

See more details below

Overview

How do you get your students actively engaged in applying concepts while writing a marketing plan? What types of tools would you like to help guide them along in the creation process? How do you integrate the ever-changing business environment into the idea of writing marketing plans?

Never has a carefully crafted, properly implemented marketing plan been more important to business success. The text illustrates how marketing planning is actually applied in consumer and business markets, in large and small companies, in traditional and online businesses, and in nonprofit organizations. To reinforce this real-world view, key examples also demonstrate how today’s global economy and dynamic business environment can cause marketers to change their plans as the situation evolves. Through specific features, the text encourages students to formulate imaginative, yet realistic, marketing plans.

0135136288 / 9780135136287 Marketing Plan Handbook, The, and Pro Premier Marketing Plan Package

Package consists of

0132237555 / 9780132237550 Marketing Plan Handbook,

0132237571 / 9780132237574 Marketing PlanPro Premier

Read More

Product Details

ISBN-13:
9780135136287
Publisher:
Prentice Hall
Publication date:
06/20/2007
Edition description:
Older Edition
Pages:
224
Product dimensions:
8.00(w) x 9.80(h) x 0.60(d)

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

Glossary

References (endnotes from all chapters)

Credits (sources for exhibits, ads, screen grabs)

Index (company/product and subject together?)

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >