Marketing Plan Handbook for Business and E-Business / Edition 1

Marketing Plan Handbook for Business and E-Business / Edition 1

by Marian Burk Wood
     
 

ISBN-10: 0130613177

ISBN-13: 9780130613172

Pub. Date: 05/28/2002

Publisher: Prentice Hall Professional Technical Reference

This practical, hands-on supplement enables readers to develop a realistic, customized marketing plan. The Marketing Plan Pro software packaged with the book is a powerful tool that offers readers the opportunity to create and critique marketing plans for all kinds of organizations. User-friendly Marketing Plan Pro software allows readers to quickly and…  See more details below

Overview

This practical, hands-on supplement enables readers to develop a realistic, customized marketing plan. The Marketing Plan Pro software packaged with the book is a powerful tool that offers readers the opportunity to create and critique marketing plans for all kinds of organizations. User-friendly Marketing Plan Pro software allows readers to quickly and easily create customized marketing plans and critique sample plans. Topic-by-topic integration of online and off-line resources helps readers locate data as they move through the process of researching and creating a customized marketing plan. A valuable handbook for marketing managers, brand managers, directors of marketing, advertising managers, market analysts, small business owners and entrepeneurs.

Product Details

ISBN-13:
9780130613172
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
05/28/2002
Edition description:
Older Edition
Pages:
254
Product dimensions:
7.98(w) x 9.98(h) x 0.40(d)

Table of Contents

Ch. 1Introduction to Marketing Planning1
Ch. 2Analyzing the Current Situation20
Ch. 3Understanding Markets and Customers37
Ch. 4Planning Segmentation, Targeting, and Positioning53
Ch. 5Determining Objectives and Strategic Direction67
Ch. 6Developing Marketing Strategies and Programs75
Ch. 7Budgeting, Forecasting, and Tracking Progress106
Ch. 8Controlling Plan Implementation121
App. 1Marketing Plan Resources132
App. 2Sample Marketing Plan: Sonic Personal Digital Assistant135
App. 3Documenting a Marketing Plan with Marketing Plan Pro Software152
References185
Source Notes192
Glossary194
Index197

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