Marketing Plan Handbook -- Paperback （Internatio）

Wood, Marian Burk

Pearson Education (Us)（2013/01発売）

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製本 Paperback:紙装版/ペーパーバック版
商品コード 9780133250862

Full Description

Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. 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.

Preface 1. Marketing PlanningAnalyzing the Current Situation 3. Understanding Markets and Customers 4. Segmenting, Targeting, and Positioning 5. Planning Direction, Objectives, and Marketing Support 6. Developing Product and Brand Strategy 7. Developing Pricing Strategy 8. Developing Channel and Logistics Strategy 9. Developing Marketing Communications and Influence Strategy 10. Planning Metrics and Implementation Control Appendix. Sample Marketing Plan: PretzL Elegance Glossary. Credits. Index.