Linton, Ian.
Marketing plans : what to know and do to make a successful plan / Ian Linton. - Harlow, England ; New York : Pearson Education, 2011. - xii, 255 p. ; 22 cm. - Brilliant .
Includes index.
Introduction : what makes a brilliant marketing plan? -- Speed up product development -- Launch a new product -- Add value with service -- Educate the market -- Reposition a company -- Take your business online -- Make the most of social media -- Improve sales force performance -- Reduce the sales cycle -- Develop key account business -- Manage customer partnerships effectively -- Improve distributor performance -- Control competitors -- Enhance the customer experience -- Strengthen customer relationships -- Conclusion : keep tuned to the market.
Provides a practical and project-based approach so you can put marketing plans into action quickly and effectively. Following a brief overview of the planning process, each chapter provides a self-contained guide to planning a specific marketing task, the range of plans included cover the most common challenges facing marketing teams in both consumer and business-to-business sectors. Includes templates and worked up marketing plans and is rigorous and thorough #150; equipping you with plans that really work.
9780273756293 (pbk.)
2011033603
Marketing--Management.
Sales promotion.
Customer relations.
HF5415.13 / .L553 2011
658.8/02
Marketing plans : what to know and do to make a successful plan / Ian Linton. - Harlow, England ; New York : Pearson Education, 2011. - xii, 255 p. ; 22 cm. - Brilliant .
Includes index.
Introduction : what makes a brilliant marketing plan? -- Speed up product development -- Launch a new product -- Add value with service -- Educate the market -- Reposition a company -- Take your business online -- Make the most of social media -- Improve sales force performance -- Reduce the sales cycle -- Develop key account business -- Manage customer partnerships effectively -- Improve distributor performance -- Control competitors -- Enhance the customer experience -- Strengthen customer relationships -- Conclusion : keep tuned to the market.
Provides a practical and project-based approach so you can put marketing plans into action quickly and effectively. Following a brief overview of the planning process, each chapter provides a self-contained guide to planning a specific marketing task, the range of plans included cover the most common challenges facing marketing teams in both consumer and business-to-business sectors. Includes templates and worked up marketing plans and is rigorous and thorough #150; equipping you with plans that really work.
9780273756293 (pbk.)
2011033603
Marketing--Management.
Sales promotion.
Customer relations.
HF5415.13 / .L553 2011
658.8/02