Marketing Plan Handbook / Edition 5

Marketing Plan Handbook / Edition 5

by Marian Burk Wood
     
 

ISBN-10: 0133078353

ISBN-13: 9780133078350

Pub. Date: 01/17/2013

Publisher: Prentice Hall

Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.

The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.

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Overview

Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.

The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.

Product Details

ISBN-13:
9780133078350
Publisher:
Prentice Hall
Publication date:
01/17/2013
Edition description:
New Edition
Pages:
224
Sales rank:
269,180
Product dimensions:
7.10(w) x 9.00(h) x 0.70(d)

Table of Contents

Preface

1. Marketing Planning: New Pace, New Possibilities

2. Analyzing the Current Situation

3. Understanding Markets and Customers

4. Segmenting, Targeting, and Positioning

5. Planning Direction, Objectives, and Marketing Support

6. Developing Product and Brand Strategy

7. Developing Pricing Strategy

8. Developing Channel and Logistics Strategy

9. Developing Marketing Communications and Influence Strategy

10. Planning Metrics and Implementation Control

Appendix. Sample Marketing Plan: PretzL Elegance

Glossary.

Credits.

Index.

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