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Pearson, Paperback, TAGS: BPGM305 MKTG255
The Marketing Plan Handbook is a unique resource that guides you step by step through the complete development of a realistic, customized marketing plan. By answering questions and following up on suggested data sources, you will have a head start in gathering information and analyzing alternatives.
Brief Contents
- Marketing Planning: New Pace, New Possibilities
- Analyzing the Current Situation
- Understanding Markets and Customers
- Segmenting, Targeting, and Positioning
- Planning Direction, Objectives, and Marketing Support
- Developing Product and Brand Strategy
- Developing Pricing Strategy
- Developing Channel and Logistics Strategy
- Developing Marketing Communications and Influence Strategy
- Planning Metrics and Implementation Control