Marketing Plan Handbook

Marian Burk Wood

Marketing Plan Handbook
  • ISBN: 9780133078350 / 0133078353
  • Rating: 3.05 of 5
  • Publisher: Prentice Hall
  • Published Date: 2012-12-21
  • Number of Page: 210
  • Language: en
  • Category: Business & Economics
  • Status: AVAILABLE
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Marketing Plan Handbook Book Summary

The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.

KEY TOPICS: 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.

MARKET: Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.

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