Marketing Plan Handbook, The, 5th edition

Published by Pearson (July 14, 2021) © 2014

  • Marian Burk Wood
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The Marketing Plan Handbook is a unique resource that guides you step by step through the complete development of a realistic, customized marketing plan. By answering questions and following up on suggested data sources, you will have a head start in gathering information and analyzing alternatives.

Brief Contents

  • 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 Pricing Strategy
  8. Developing Channel and Logistics Strategy
  9. Developing Marketing Communications and Influence Strategy
  10. Planning Metrics and Implementation Control

Appendix. Sample Marketing Plan: PretzL Elegance

Glossary.

Credits.

Index.

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