Marketing Plan
Pearson
978-0-13-127700-7 (ISBN)
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This paperback handbook guides students on how to develop a realistic, customized marketing plan by applying marketing concepts learned in the classroom. The Marketing Plan Pro software that can be packaged with the text is a powerful commercial software tool that helps students create practical plans and critique sample marketing plans for all kinds of organizations.
Marian Burk Wood has held vice-presidential level positions in corporate and nonprofit marketing with Citibank, Chase Manhattan Bank, and the National Retail Federation, as well as management positions with national retail chains. Working with well-known academic experts, she has co-authored undergraduate college textbooks on principles of marketing (with Dr. Bill Nickels of University of Maryland), principles of advertising (Courtland Bovée of Grossmont College), and principles of management (Courtland Bovée of Grossmont College). Wood has developed dozens of marketing plans over the years for a wide range of goods and services. She has also created detailed, realistic chapters, cases, features, exercises, and print and electronic supplements for numerous college texts in marketing and related disciplines. Wood holds an M.B.A. in marketing from Long Island University in New York and a B.A. from the City University of New York.
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.
| Erscheint lt. Verlag | 22.4.2004 |
|---|---|
| Sprache | englisch |
| Maße | 202 x 254 mm |
| Gewicht | 470 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-127700-6 / 0131277006 |
| ISBN-13 | 978-0-13-127700-7 / 9780131277007 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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