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

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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.
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Editorial Reviews

Booknews
To supplement the material in marketing texts, this manual features a detailed description of the marketing planning process, showing how to analyze the current situation in an organization, how to investigate consumer and business markets and customers by analyzing needs and other factors, how to target specific customer segments, and how to design external and internal marketing strategies. There is also material on budgeting, forecasting, and implementation. Appendices provide a sample marketing plan and instructions for using Marketing Plan Pro software. Wood has held vice-presidential level positions in corporate and non-profit marketing, and has co-authored undergraduate textbooks on marketing. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780130613172
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 5/28/2002
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 254
  • Product dimensions: 7.98 (w) x 9.98 (h) x 0.40 (d)

Table of Contents

Ch. 1 Introduction to Marketing Planning 1
Ch. 2 Analyzing the Current Situation 20
Ch. 3 Understanding Markets and Customers 37
Ch. 4 Planning Segmentation, Targeting, and Positioning 53
Ch. 5 Determining Objectives and Strategic Direction 67
Ch. 6 Developing Marketing Strategies and Programs 75
Ch. 7 Budgeting, Forecasting, and Tracking Progress 106
Ch. 8 Controlling Plan Implementation 121
App. 1 Marketing Plan Resources 132
App. 2 Sample Marketing Plan: Sonic Personal Digital Assistant 135
App. 3 Documenting a Marketing Plan with Marketing Plan Pro Software 152
References 185
Source Notes 192
Glossary 194
Index 197
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