Marketing Planning / Edition 1

by Stephan Sorger

Overview

“Marketing Planning: Where Strategy Meets Action” offers marketing students and professionals a practical, step by step guide to creating marketing plans that deliver measurable results. It presents a comprehensive framework for strategic marketing planning and outlines a structured approach for developing effective marketing plans. The approach uses numerous figures, checklists, and decision charts to leverage proven marketing techniques and market data for high quality marketing plans. The book is packed with current examples, culminating in a complete sample marketing plan that demonstrates the book’s unique approach. The book is ideal for planning-related courses in upper-level undergraduate and lower-level graduate school programs, as well as for business executives seeking a competitive edge in the speed and quality of their marketing planning.

Product Details

ISBN-13:	9780132544702
Publisher:	Pearson Education
Publication date:	08/24/2011
Edition description:	New Edition
Pages:	360
Product dimensions:	6.90(w) x 9.00(h) x 0.50(d)

Table of Contents

• Chapter 1. The Planning Process
• Chapter 2. Objectives
• Chapter 3. Market Overview
• Chapter 4. Market Segments
• Chapter 5. Competitive Landscape
• Chapter 6. Strategy
• Chapter 7. Products and Services
• Chapter 8. Pricing
• Chapter 9. Distribution
• Chapter 10. Promotion
• Chapter 11. Finance
• Chapter 12. Implementation
• Chapter 13. Sample Marketing Plans