The marketing plan handbook (Record no. 33895)
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| INTERNATIONAL STANDARD BOOK NUMBER | |
|---|---|
| International Standard Book Number | 9781936572564 |
| DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Call number | 658.802 CH MA |
| MAIN ENTRY--PERSONAL NAME | |
| Authors | Chernev, Alexander |
| TITLE STATEMENT | |
| Title | The marketing plan handbook |
| Statement of responsibility, etc | Alexander Chernev |
| EDITION STATEMENT | |
| Edition | 5th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Chicago, Ill. : |
| Publisher | Cerebellum Press, |
| Date | c2018. |
| PHYSICAL DESCRIPTION | |
| Extent | vii, 139 p. : |
| Other Details | ill. ; |
| Size | 25 cm. |
| GENERAL NOTE | |
| General note | Includes bibliographical references. |
| CONTENTS | |
| Contents | 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. |
| SUMMARY | |
| Summary | 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. |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Marketing |
| General | Management |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Marketing |
| General | Management |
| -- | Handbooks, manuals, etc. |
| MAIN ENTRY--PERSONAL NAME | |
| -- | 17921 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 2 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 16707 |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Shelving location | Date acquired | Source of acquisition | Full call number | Barcode | Date last seen | Price effective from | Koha item type | Public note |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| University of Wollongong in Dubai | University of Wollongong in Dubai | Main Collection | 2018-04-24 | ABE Books | 658.802 CH MA | T0059511 | 2018-03-28 | 2018-03-28 | REGULAR | may2018 |