Marketing Plan Handbook and Marketing Plan Pro

United States Edition

Palo Alto Software (Autor)

Media-Kombination

216 Seiten

2005 | 2nd edition
Pearson
978-0-13-164149-5 (ISBN)

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For any course in which developing a marketing plan is required, such as Principles of Marketing, Marketing Management, or Marketing Strategy.   Use standalone or as a supplement to a core text.

The marketing plan guide that’s practical, applied, and includes Marketing PlanPro software by Palo Alto. Applying marketing concepts learned in the classroom, The Marketing Plan Handbook, 2e, guides students through the development of a realistic, customized marketing plan.   It’s the only guide that includes Palo Alto's award winning Marketing PlanPro 6.0 software, which includes various sample marketing plans and helps students develop their own.

Instructors: This handbook is available at a deep discount, but only when ordered shrink-wrapped with another Prentice Hall text. Contact your local sales rep for value-pack options and ISBNs.  Note: Marketing PlanPro software is not available standalone from Prentice Hall publishing.

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. Planning Performance Measurement and Implementation Control.

Appendix 1: Sample Marketing Plan: Sonic Superphone.
Appendix 2: Documenting a Plan with Marketing Plan Pro.

References, Source Notes, Glossary, Index.

Erscheint lt. Verlag	28.1.2005
Sprache	englisch
Gewicht	450 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-13-164149-2 / 0131641492
ISBN-13	978-0-13-164149-5 / 9780131641495
Zustand	Neuware