Marketing Plan Handbook, Pearson New International Edition, 5th edition

Published by Pearson (2 August 2013) © 2014

  • Marian Burk Wood
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£71.99
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Details

  • A print edition

Title overview

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.

Table of contents

  1. 1. Marketing Planning: New Pace, New Possibilities
  2. 2. Analyzing the Current Situation
  3. 3. Understanding Markets and Customers
  4. 4. Segmenting, Targeting, and Positioning
  5. 5. Planning Direction, Objectives, and Marketing Support
  6. 6. Developing Product and Brand Strategy
  7. 7. Developing Channel and Logistics Strategy
  8. 8. Developing Pricing Strategy
  9. 9. Developing Marketing Communications and Influence Strategy
  10. 10. Planning Metrics and Implementation Control

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