The Marketing Plan Handbook
United States Edition
Seiten
2004
|
2nd edition
Pearson (Verlag)
978-0-13-148525-9 (ISBN)
Pearson (Verlag)
978-0-13-148525-9 (ISBN)
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This practical, hands-on supplement enables readers to develop a realistic, customized marketing plan. The Marketing Plan Pro software packaged with the book is a powerful tool that offers readers the opportunity to create and critique marketing plans for all kinds of organizations.
For use as a supplement the main text in marketing management, principles of marketing, and marketing strategy courses.
The Marketing Plan Handbook guides students through the complete development of a realistic, customized marketing plan applying marketing concepts learned in the classroom. The Marketing Plan Pro software bundled with the text helps students create practical plans, and allows them to critique sample marketing plans that serve as models for their own plans.
For use as a supplement the main text in marketing management, principles of marketing, and marketing strategy courses.
The Marketing Plan Handbook guides students through the complete development of a realistic, customized marketing plan applying marketing concepts learned in the classroom. The Marketing Plan Pro software bundled with the text helps students create practical plans, and allows them to critique sample marketing plans that serve as models for their own plans.
1. Introduction to Marketing Planning.
2. Analyzing the Current Situation.
3. Understanding Markets and Customers.
4. Planning Segmentation, Targeting, and Positioning.
5. Planning Direction, Objectives, and Marketing Support.
6. Developing Product and Brand Strategy.
7. Developing Channel and Logistics Strategy.
8. Developing Pricing Strategy.
9. Developing Integrated Marketing Communication Strategy.
10. Budgeting, Forecasting, and Implementation Control.
Appendix 1. Sample Marketing Plan.
Appendix 2. Documenting a Plan with Marketing Plan Pro.
Glossary.
| Erscheint lt. Verlag | 28.12.2004 |
|---|---|
| Sprache | englisch |
| Maße | 203 x 254 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-148525-3 / 0131485253 |
| ISBN-13 | 978-0-13-148525-9 / 9780131485259 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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