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Full Description
Behind every successful product is a great marketing plan. Marketing textbooks often contain marketing plan outlines or discuss the general use of marketing plans, but don't explain exactly how to develop a marketing plan. Yet that is exactly what student marketers really need. This book fills the gap. Here's what is included: *A step-by-step guide through the process *Timely real-world examples that illustrate key points *Sample marketing plans *Marketing Plan Pro software that makes things a snap *Internet resources *Additional features are available on the dedicated Web site www prenhall.com/wood Note to instructors: The Marketing Plan: A Handbook can be value-packaged for a deep-discount with any Prentice Hall Marketing textbook. For your convenience, we offer correlation guides suggesting how this book can be used with many of our bestselling textbooks. Please ask your local Prentice Hall representative for details or email college_marketing@prenhall.com.
Contents
1. Introduction to Marketing Planning. 2. Analyzing Your Current Situation. 3. Understanding Markets and Customers. 4. Planning Segmentation, Targeting, and Positioning. 5. Determining Objectives and Strategic Direction. 6. Developing Marketing Strategies and Programs. 7. Budgeting, Forecasting, and Tracking Progress. 8. Controlling Plan Implementation. Appendix 1: Marketing Plan Resources. Appendix 2: Sample Marketing Plan. Appendix 3: Documenting a Marketing Plan With Marketing Plan Pro. Glossary.
