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The marketing plan : a handbook / Marian Burk Wood.

By: Material type: TextTextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2003.Description: xix, 202 p. : ill., map ; 26 cmISBN:
  • 9780130613172:
  • 0130613177
Subject(s): Genre/Form: DDC classification:
  • 658.802
LOC classification:
  • .W66 2003
Contents:
Introduction to Marketing Planning -- Analyzing the Current Situation -- Understanding Markets and Customers -- Planning Segmentation, Targeting, and Positioning -- Determining Objectives and Strategic Direction -- Developing Marketing Strategies and Programs -- Budgeting, Forecasting, and Tracking Progress -- Controlling Plan Implementation -- App. 1. Marketing Plan Resources -- App. 2. Sample Marketing Plan: Sonic Personal Digital Assistant -- App. 3. Documenting a Marketing Plan with Marketing Plan Pro Software

Includes bibliographical references and index.

Introduction to Marketing Planning -- Analyzing the Current Situation -- Understanding Markets and Customers -- Planning Segmentation, Targeting, and Positioning -- Determining Objectives and Strategic Direction -- Developing Marketing Strategies and Programs -- Budgeting, Forecasting, and Tracking Progress -- Controlling Plan Implementation -- App. 1. Marketing Plan Resources -- App. 2. Sample Marketing Plan: Sonic Personal Digital Assistant -- App. 3. Documenting a Marketing Plan with Marketing Plan Pro Software

54.95

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