Description
The marketing plan handbook (3rd ed )
Author: WOOD Marian Burk
Language: EnglishApproximative price 49.51 €
Subject to availability at the publisher.
Add to cart the book of WOOD Marian Burk224 p. · 20.3x25.4 cm · Paperback
Contents
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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?)