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For use as a supplement the main text in marketing management, principles of marketing, and marketing strategy courses. The Marketing Plan Handbook guides students through the complete development of a realistic, customized marketing plan applying marketing concepts learned in the classroom. The Marketing Plan Pro software bundled with the text helps students create practical plans, and allows them to critique sample marketing plans that serve as models for their own plans.
Table of Contents
Introduction to Marketing Planning
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 Channel and Logistics Strategy
Developing Pricing Strategy
Developing Integrated Marketing Communication Strategy
Budgeting, Forecasting, and Implementation Control
Sample Marketing Plan
Documenting a Plan with Marketing Plan Pro
Table of Contents provided by Publisher. All Rights Reserved.