The marketing plan handbook (3rd ed )
Auteur : WOOD Marian Burk
Table of Contents
Chapter 1 Introduction to Marketing Planning
Chapter 2 Analyzing the Current Situation
Chapter 3 Understanding Markets and Customers
Chapter 4 Planning Segmentation, Targeting, and Positioning
Chapter 5 Planning Direction, Objectives, and Marketing Support
Chapter 6 Developing Product and Brand Strategy
Chapter 7 Developing Pricing Strategy
Chapter 8 Developing Channel and Logistics Strategy
Chapter 9 Developing Integrated Marketing Communication Strategy
Chapter 10 Planning Performance Measurement and Implementation Control
Appendix Sample Marketing Plan: Sonic Superphone
Glossary
References (endnotes from all chapters)
Credits (sources for exhibits, ads, screen grabs)
Index (company/product and subject together?)
Date de parution : 11-2009
Ouvrage de 224 p.
20.3x25.4 cm
