The Marketing Plan

The Marketing Plan : A Handbook

3.09 (33 ratings by Goodreads)
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Description

For marketing planning, marketing management and marketing strategy courses. This practical, hands-on supplement enables students to develop a realistic, customized marketing plan applying marketing concepts learned in the classroom. The Marketing Plan Pro software packaged with the text is a powerful tool that offers students the opportunity to create and critique marketing plans for all kinds of organizations. *User-friendly Marketing Plan Pro software packaged with the text. -Allows students to quickly and easily create customized marketing plans and critique sample plans. *Topic-by-topic integration of online and off-line resources. - Helps students locate data as they move through the process of researching and creating a customized marketing plan. *A detailed and realistic sample marketing plan, complete with annotations.- Shows students the content and format of a typical marketing plan. *Checklists summarizing and reinforcing key stages in the process of developing a marketing plan. - Prompts students to consider important issues and steps. *Specific, in-depth examples. - Shows how businesses and e-businesses actually apply key marketing concepts. Realism also comes from the Marketing Pathfinders Quote that starts each chapter, from leading marketing experts such as Dr. Philip Kotler.show more

Product details

  • Mixed media product | 254 pages
  • 200.66 x 248.92 x 17.78mm | 453.59g
  • Pearson Education Limited
  • Prentice-Hall
  • Harlow, United Kingdom
  • English
  • United States ed
  • map
  • 0130613177
  • 9780130613172

Table of contents

1. Introduction to Marketing Planning. 2. Inside a Marketing Plan. 3. Analyzing Your Current Situation. 4. Understanding Markets and Customers. 5. Determining Goals and Direction. 6. Planning Segmentation, Targeting, and Positioning. 7. Developing Marketing Strategies and Programs. 8. Budgeting, Forecasting, and Tracking Progress. 9. Controlling Plan Implementation.show more

Rating details

33 ratings
3.09 out of 5 stars
5 9% (3)
4 21% (7)
3 45% (15)
2 18% (6)
1 6% (2)
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