Chernev, Alexander
The marketing plan handbook Alexander Chernev - 5th ed. - Chicago, Ill. : Cerebellum Press, c2018. - vii, 139 p. : ill. ; 25 cm.
Includes bibliographical references.
Machine generated contents note: pt. ONE MARKETING STRATEGY AND PLANNING
ch. 1 The Marketing Plan as a Business Document
ch. 2 The Framework for Marketing Management
pt. TWO THE MARKETING PLAN
ch. 3 The Big Picture
ch. 4 Executive Summary
ch. 5 Situation Analysis
ch. 6 Goal
ch. 7 Strategy
ch. 8 Tactics
ch. 9 Implementation
ch. 10 Control
ch. 11 Exhibits
ch. 12 Putting It All Together
pt. THREE SAMPLE MARKETING PLANS
ch. 13 Sample Marketing Plan for Launching a New Offering
ch. 14 Sample Marketing Plan for Managing Existing Offerings
pt. FOUR ADDITIONAL MATERIALS.
The Marketing Plan Handbook (5th Edition) can benefit managers in all types of organizations. For startups and companies considering bringing new products to the market, this book outlines a process for developing a marketing plan to launch a new offering. For established companies with existing portfolios of products, this book presents a structured approach to developing an action plan to manage their offerings and product lines. Whether you manage a small business seeking to formalize the planning process, a startup seeking venture-capital financing, a fast-growth company considering an initial public offering, or a large multinational corporation, you can gain competitive advantage by translating the marketing planning process outlined in this book into a streamlined strategic document that informs your actions and helps avoid costly missteps.
9781936572564
Marketing--Management
Marketing--Management--Handbooks, manuals, etc.
658.802 CH MA
The marketing plan handbook Alexander Chernev - 5th ed. - Chicago, Ill. : Cerebellum Press, c2018. - vii, 139 p. : ill. ; 25 cm.
Includes bibliographical references.
Machine generated contents note: pt. ONE MARKETING STRATEGY AND PLANNING
ch. 1 The Marketing Plan as a Business Document
ch. 2 The Framework for Marketing Management
pt. TWO THE MARKETING PLAN
ch. 3 The Big Picture
ch. 4 Executive Summary
ch. 5 Situation Analysis
ch. 6 Goal
ch. 7 Strategy
ch. 8 Tactics
ch. 9 Implementation
ch. 10 Control
ch. 11 Exhibits
ch. 12 Putting It All Together
pt. THREE SAMPLE MARKETING PLANS
ch. 13 Sample Marketing Plan for Launching a New Offering
ch. 14 Sample Marketing Plan for Managing Existing Offerings
pt. FOUR ADDITIONAL MATERIALS.
The Marketing Plan Handbook (5th Edition) can benefit managers in all types of organizations. For startups and companies considering bringing new products to the market, this book outlines a process for developing a marketing plan to launch a new offering. For established companies with existing portfolios of products, this book presents a structured approach to developing an action plan to manage their offerings and product lines. Whether you manage a small business seeking to formalize the planning process, a startup seeking venture-capital financing, a fast-growth company considering an initial public offering, or a large multinational corporation, you can gain competitive advantage by translating the marketing planning process outlined in this book into a streamlined strategic document that informs your actions and helps avoid costly missteps.
9781936572564
Marketing--Management
Marketing--Management--Handbooks, manuals, etc.
658.802 CH MA