ISBN-10:
0132544709
ISBN-13:
9780132544702
Pub. Date:
09/07/2011
Publisher:
Pearson
Marketing Planning / Edition 1

Marketing Planning / Edition 1

by Stephan Sorger
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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
Publication date: 09/07/2011
Edition description: New Edition
Pages: 360
Sales rank: 588,961
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

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Marketing Planning 5 out of 5 based on 0 ratings. 3 reviews.
Douglas_Wilkins More than 1 year ago
MARKETING PLANNING - Where Strategy Meets Planning. Stephan Sorger uses powerful concepts with a straight forward guide in today's complex market. He gives great examples to illustrate practical ideas. This unique analytical approach applies metrics on a multitude of axes, identifying and more importantly outlining a marketing plan driving revenue$$$!!! The real world examples he documents will best prepare the marketing student for today's challenges or guide the marketing professional to actual fiscal returns. I highly recommend this Book.
sf_gdvdsn More than 1 year ago
Stephan Sorger's new textbook, "Marketing Planning: Where Strategy Meets Action" couldn't be more true to its name. Unlike many industry-specific books, it strikes a good balance between strategy and tactics. The textbook is laid out in a logical manner that takes the reader through the process in a step-by-step manner. At the same time, it is chock full of detail, is practical and is easy to comprehend. In the vein of "a picture is worth a thousand words", Sorger provides particularly effective use of visual aids, including graphs and tables to illustrate and highlight the most important aspects of the planning process. Additionally, Sorger's use of case studies, or "Marketing Planning in Action" segments, provides a great resource for readers to understand his concepts in a real-world use case scenarios that are most importantly - up to date. It is well served for both students of marketing (undergraduate or graduate level) and professionals who are looking for reference and guidelines for developing effective marketing plans.
Michele_Rene More than 1 year ago
"Marketing Planning: Where Strategy Meets Action" is a rich resource for business students and a "must have" for busy professionals who want to stay up-to-date with the latest marketing planning concepts. This book is full of real-world examples and illustrative graphics, such as "Positioning Approaches" within the pizza industry in Chapter 4. Readers of "Marketing Planning" will be rewarded with a walk-through of the entire marketing planning process, which can be immediately acted upon. It also offers plan examples. I highly recommend this book!