The Marketing Plan Handbook
The Marketing Plan Handbook
- ISBN 13:
9780136089360
- ISBN 10:
0136089364
- Edition: 4th
- Format: Paperback
- Copyright: 02/11/2010
- Publisher: Prentice Hall
- Newer Edition
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Summary
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.