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The Successful Marketing Plan / Edition 3
     

The Successful Marketing Plan / Edition 3

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by Roman G. Hiebing, Scott Cooper, Paul Geisler, Scott W. Cooper
 

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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.

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

Part I: Marketing Background 1. The Business Review 2. How to Prepare a Business Review 3. Problems and Opportunities Part II: Marketing Plan 4. Sales Objectives 5. Target Markets and Marketing Objectives 6. Positioning 7. Marketing Strategies 8. Communication Goals 9. Product/Branding/Packaging 10. Pricing 11. Distribution 12. Personal Selling/Service 13. Promotion/Events 14. Advertising Message 15. Advertising Media 16. Merchandising 17. Publicity 18. Marketing Budget, Payback Analysis, and Marketing Calendar Part III: Execution 19. Plan Execution Part IV: Evaluation 20. Plan Evaluation 21. Marketing Research and Testing ( R&T)

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