The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing, 4th Edition / Edition 4

The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing, 4th Edition / Edition 4

by Roman Hiebing, Scott Cooper, Steve Wehrenberg
     
 

ISBN-10: 0071745572

ISBN-13: 9780071745574

Pub. Date: 09/15/2011

Publisher: McGraw-Hill Professional Publishing

The planning guide marketers have relied on for two decades—updated and expanded

For more than 20 years, The Successful Marketing Plan has been the marketing professionals’ go-to guide for creating plans that define and fulfill the needs of their target markets. In this substantially revised and expanded fourth edition, Roman Hiebing, Jr., Scott

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Overview

The planning guide marketers have relied on for two decades—updated and expanded

For more than 20 years, The Successful Marketing Plan has been the marketing professionals’ go-to guide for creating plans that define and fulfill the needs of their target markets. In this substantially revised and expanded fourth edition, Roman Hiebing, Jr., Scott Cooper, and Steve Wehrenberg outline how to develop proven objectives, strategies, and tactics that deliver the bottom line.

Separating the plan into 10 market-proven, manageable components, The Successful Marketing Plan explains how to:

  • Find the data you need to develop your plan
  • Identify growth target markets
  • Set realistic sales objectives
  • Position your products through a strong branding program
  • Condense your plan into a workable calendar of activities
  • Arrive at a realistic budget and payback schedule
  • Evaluate and test the plan’s effectiveness

The authors of The Successful Marketing Plan have made extensive revisions to more than 50 percent of the book’s content—from a new planning model to a more user-friendly business review section to a complete revision of the strategy chapters including a new message strategy chapter. Plus, the book contains completely updated chapters on advertising, media content, and interactive communications, in addition to updates in information sources, planning charts, and the Idea Starters appendix, which has more than 1,000 tactical ideas tied to specific objectives.

Great marketing begins with a great marketing plan. Use The Successful Marketing Plan to build a focused “real-world” marketing plan that will enable your company to thrive and grow in today’s cost-conscious, winner-take-all competitive arena.

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Product Details

ISBN-13:
9780071745574
Publisher:
McGraw-Hill Professional Publishing
Publication date:
09/15/2011
Edition description:
Net
Pages:
608
Sales rank:
726,485
Product dimensions:
8.40(w) x 10.70(h) x 1.30(d)

Table of Contents

PART I BUSINESS REVIEW INSIGHTS

CHAPTER 1What You’ll Need to Know, Part 1

CHAPTER 2What You’ll Need to Know, Part 2

CHAPTER 3Problems and Opportunities

PART II BRAND PLATFORM AND PLAN OBJECTIVES

CHAPTER 4Scope

CHAPTER 5Targets

CHAPTER 6Positioning

CHAPTER 7Sales Objectives

CHAPTER 8Marketing Objectives

CHAPTER 9Communication Objectives

CHAPTER 10Message Strategy

CHAPTER 11Umbrella Strategy

PART III TACTICAL PLANS

CHAPTER 12Product, Naming, and Packaging

CHAPTER 13Pricing

CHAPTER 14Distribution

CHAPTER 15Personal Selling

CHAPTER 16Advertising Content

CHAPTER 17Promotions

CHAPTER 18Advertising Media

CHAPTER 19Interactive Communications

CHAPTER 20Merchandising

CHAPTER 21Public Relations

PART IV EVALUATION

CHAPTER 22Budget, Payback, and Calendar

CHAPTER 23Execution

CHAPTER 24Plan Evaluation

APPENDIX AIdea Starters by Marketing Situation

APPENDIX BWorksheets for the Business Review

APPENDIX CWorksheets and Formats for the Marketing Plan

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