The marketing plan handbook (3rd ed )

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Language: Anglais

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224 p. · 20.3x25.4 cm · Paperback

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?)