The Successful Marketing Plan / Edition 3

The Successful Marketing Plan / Edition 3

5.0 4
by Roman G. Hiebing, Scott Cooper, Scott W. Cooper
     
 

ISBN-10: 0071395210

ISBN-13: 9780071395212

Pub. Date: 05/23/2003

Publisher: McGraw-Hill Companies, The

This new edition of The Successful Marketing Plan details an easy-to-follow and completely updated methodology for creating a results-focused, customer-driven marketing plan. Internet marketing issues and challenges receive much greater attention, including an entirely new chapter as well as seamless integration throughout the text.

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Overview

This new edition of The Successful Marketing Plan details an easy-to-follow and completely updated methodology for creating a results-focused, customer-driven marketing plan. Internet marketing issues and challenges receive much greater attention, including an entirely new chapter as well as seamless integration throughout the text.

Product Details

ISBN-13:
9780071395212
Publisher:
McGraw-Hill Companies, The
Publication date:
05/23/2003
Edition description:
Revised and Exp
Pages:
578
Product dimensions:
1.17(w) x 11.00(h) x 8.50(d)

Table of Contents

Introduction
Pt. 1Marketing Background1
Ch. 1The Business Review4
Ch. 2How to Prepare a Business Review28
Ch. 3Problems and Opportunities108
Pt. 2Marketing Plan115
Ch. 4Sales Objectives118
Ch. 5Target Markets and Marketing Objectives134
Ch. 6Positioning162
Ch. 7Marketing Strategies187
Ch. 8Communication Goals204
Ch. 9Product/Branding/Packaging224
Ch. 10Pricing242
Ch. 11Distribution256
Ch. 12Personal Selling/Service263
Ch. 13Promotion/Events271
Ch. 14Advertising Message298
Ch. 15Advertising Media310
Ch. 16Merchandising343
Ch. 17Publicity347
Ch. 18Marketing Budget, Payback Analysis, and Marketing Calendar360
Pt. 3Execution371
Ch. 19Plan Execution374
Pt. 4Evaluation381
Ch. 20Plan Evaluation384
Ch. 21Marketing Research and Testing (R&T)390
App. AIdea Starters by Marketing Situation397
App. BWorksheets for the Marketing Background424
App. CWorksheets and Formats for the Marketing Plan464
Index507

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