Marketing Plan Handbook

Texte du rabat

**For marketing courses that focus on creating a marketing plan.

**A step-by-step guide to creating a customized marketing plan.

• 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.

Résumé

**For marketing courses that focus on creating a marketing plan.
**A step-by-step guide to creating a customized marketing plan.
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.

Contenu
Preface 1. Marketing Planning: New Pace, New Possibilities

2. Analyzing the Current Situation

3. Understanding Markets and Customers

4. Segmenting, Targeting, and Positioning

5. Planning Direction, Objectives, and Marketing Support

6. Developing Product and Brand Strategy

7. Developing Channel and Logistics Strategy

8. Developing Pricing Strategy

9. Developing Marketing Communications and Influence Strategy

10. Planning Metrics and Implementation Control

Glossary.

Credits.

Index.