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This practical, hands-on supplement enables readers to develop a realistic, customized marketing plan. The Marketing Plan Pro software packaged with the book is a powerful tool that offers readers the opportunity to create and critique marketing plans for all kinds of organizations. User-friendly Marketing Plan Pro software allows readers to quickly and easily create customized marketing plans and critique sample plans. Topic-by-topic integration of online and off-line resources helps readers locate data as they move through the process of researching and creating a customized marketing plan.
Table of Contents
Introduction to Marketing Planning
Analyzing the Current Situation
Understanding Markets and Customers
Planning Segmentation, Targeting, and Positioning
Determining Objectives and Strategic Direction
Developing Marketing Strategies and Programs
Budgeting, Forecasting, and Tracking Progress
Controlling Plan Implementation
Appendix 1 Marketing Plan Resources
Appendix 2 Sample Marketing Plan: Sonic Personal Digital Assistant
Appendix 3 Documenting a Marketing Plan with Marketing Plan Pro Software