Marketing Plan Handbook, The

Häftad, Engelska, 2013

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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.

Produktinformation

Utgivningsdatum2013-02-01
Mått185 x 231 x 23 mm
Vikt318 g
FormatHäftad
SpråkEngelska
Antal sidor232
Upplaga5
FörlagPearson Education
ISBN9780133078350

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Marian Burk Wood has held vice presidential-level positions in corporate and not-for-profit marketing with Citibank, JP Morgan Chase, and the National Retail Federation, as well as management positions with national retail chains. In addition to The Marketing Plan Handbook, she is the author of Essential Guide to Marketing Planning and Marketing Planning: Principles into Practice, both geared to the European market. Wood holds an MBA in marketing from Long Island University in New York and a BA from the City University of New York. She has extensive practical experience in marketing planning, having formulated and implemented dozens of marketing plans for a variety of goods and services. She has also developed numerous chapters, cases, sample plans, exercises, and print and digital supplements for college textbooks in marketing, advertising, and related disciplines. Her special interests in marketing include social media, ethics, segmentation, channels, and B2B marketing. Please visit her marketing blog at http://marketinghandbook.blogspot.com

Brief Contents Preface Marketing Planning: New Pace, New PossibilitiesAnalyzing the Current SituationUnderstanding Markets and CustomersSegmenting, Targeting, and PositioningPlanning Direction, Objectives, and Marketing SupportDeveloping Product and Brand StrategyDeveloping Pricing StrategyDeveloping Channel and Logistics StrategyDeveloping Marketing Communications and Influence StrategyPlanning Metrics and Implementation ControlAppendix. Sample Marketing Plan: PretzL Elegance Glossary. Credits. Index.