Wood, Marian Burk.
The marketing plan handbook / Marian Burk Wood. - 2nd ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2005. - xv, 200 p. : ill., +1 CD-ROM ; 26 cm.
Includes bibliographical references (p. 181-191) and index. +1 CD-ROM.
Preface Chapter 1 Introduction to Marketing PlanningChapter 2 Analyzing the Current SituationChapter 3 Understanding Markets and CustomersChapter 4 Planning Segmentation, Targeting, and PositioningChapter 5 Planning Direction, Objectives, and Marketing SupportChapter 6 Developing Product and Brand StrategyChapter 7 Developing Channel and Logistics StrategyChapter 8 Developing Pricing StrategyChapter 9 Developing Integrated Marketing Communication StrategyChapter 10 Planning Performance Measurement and Implementation ControlAppendix 1 Sample Marketing Plan: Sonic Superphone Appendix 2 Documenting a Plan with Marketing Plan ProReferencesSource NotesGlossaryIndex.
0131968661
Marketing--Management--Handbooks, manuals, etc.
The marketing plan handbook / Marian Burk Wood. - 2nd ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2005. - xv, 200 p. : ill., +1 CD-ROM ; 26 cm.
Includes bibliographical references (p. 181-191) and index. +1 CD-ROM.
Preface Chapter 1 Introduction to Marketing PlanningChapter 2 Analyzing the Current SituationChapter 3 Understanding Markets and CustomersChapter 4 Planning Segmentation, Targeting, and PositioningChapter 5 Planning Direction, Objectives, and Marketing SupportChapter 6 Developing Product and Brand StrategyChapter 7 Developing Channel and Logistics StrategyChapter 8 Developing Pricing StrategyChapter 9 Developing Integrated Marketing Communication StrategyChapter 10 Planning Performance Measurement and Implementation ControlAppendix 1 Sample Marketing Plan: Sonic Superphone Appendix 2 Documenting a Plan with Marketing Plan ProReferencesSource NotesGlossaryIndex.
0131968661
Marketing--Management--Handbooks, manuals, etc.