×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

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

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

1. Introduction to Marketing Planning.
2. Inside a Marketing Plan.
3. Analyzing Your Current Situation.
4. Understanding Markets and Customers.
5. Determining Goals and Direction.
6. Planning Segmentation, Targeting, and Positioning.
7. Developing Marketing Strategies and Programs.
8. Budgeting, Forecasting, and Tracking Progress.
9. Controlling Plan Implementation.

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews