Marketing Planning Guide / Edition 2

Marketing Planning Guide / Edition 2

by Robert E. Stevens, Bruce Wrenn, David L. Loudon, William E. Warren
     
 

With over 50 pages of new and updated material, this textbook contains the solid foundation of knowledge and philosophy of the previous editions while adding essential new information on Internet marketing, business ethics, and an illustrative sample business plan. Worksheets at the end of each chapter guide you in creating your own plan - once all the worksheets are… See more details below

Overview

With over 50 pages of new and updated material, this textbook contains the solid foundation of knowledge and philosophy of the previous editions while adding essential new information on Internet marketing, business ethics, and an illustrative sample business plan. Worksheets at the end of each chapter guide you in creating your own plan - once all the worksheets are completed you will have roughed out your own complete marketing plan. The accompanying instructor's package includes a helpful manual, approximately 100 slide transparencies, and a detailed sample course syllabus along with a test bank featuring multiple-choice and true-false questions for each chapter with answers.

Product Details

ISBN-13:
9780789002419
Publisher:
Haworth Press, Incorporated, The
Publication date:
01/28/1997
Series:
Haworth Marketing Resources Ser.
Edition description:
2ND
Pages:
343
Product dimensions:
6.03(w) x 8.40(h) x 0.93(d)

Related Subjects

Table of Contents

Ch. 1The importance of marketing planning3
Ch. 2Organizational considerations in marketing planning19
Ch. 3Database marketing planning : getting needed information39
Ch. 4Product/market analysis61
Ch. 5Consumer analysis81
Ch. 6Competitive analysis105
Ch. 7Opportunity analysis123
Ch. 8Marketing objectives135
Ch. 9Marketing strategy development149
Ch. 10Product decisions163
Ch. 11Place decisions185
Ch. 12Promotion decisions199
Ch. 13Price decisions217
Ch. 14The financial impact of marketing strategies231
Ch. 15Marketing plan implementation245
Ch. 16Monitoring and controlling the marketing plan255
Ch. 17The marketing planning audit269
AppSample marketing plan : water-oriented recreation park

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