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The Marketing Plan Handbook

ISBN: 9780136089360 | 0136089364
Edition: 4th
Format: Paperback
Publisher: Prentice Hall
Pub. Date: 2/11/2010

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The Marketing Plan Handbookguides readers through the complete development of a realistic, customized marketing plan. Marketing Planning: New Urgency, New Possibilities; Analyzing the Current Situation; Understanding Markets and Customers; Planning Segmentation, 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 A great introduction and overview for any business owner, marketing agent, or anyone looking for a practical guide to marketing planning.

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