The Marketing Plan Handbook
Pearson (Verlag)
978-0-13-223755-0 (ISBN)
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Wood, 3/e is the only planning handbook that guides students through the step-by-step creation of a customized marketing plan while offering Palo Altos Marketing PlanPro (a commercial software) to aid in the process.
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. In addition to The Marketing Plan Handbook, she is the author of Marketing Planning: Principles into Practice, geared to the European market. Over the years, she has collaborated with well-known academic experts to coauthor college textbooks on principles of marketing, principles of advertising, and principles of management. Wood has extensive practical experience in marketing planning, having formulated and implemented dozens of marketing plans for a wide range of goods and services. She also has developed numerous chapters, cases, sample plans, special features, exercises, and print and electronic supplements for college textbooks in marketing and related disciplines. A long-time member of the American Marketing Association, Wood holds an MBA in marketing from Long Island University in New York and a BA from the City University of New York. Her special interests in marketing include ethics, segmentation, channels, and B2B marketing.
Chapter 1. Introduction to Marketing Planning
Chapter 2. Analyzing the Current Situation
Chapter 3. Understanding Markets and Customers
Chapter 4. Planning Segmentation, Targeting, and Positioning
Chapter 5. Planning Direction, Objectives, and Marketing Support
Chapter 6. Developing Product and Brand Strategy
Chapter 7. Developing Pricing Strategy
Chapter 8. Developing Channel and Logistics Strategy
Chapter 9. Developing Integrated Marketing Communication Strategy
Chapter 10. Planning Performance Measurement and Implementation Control
Appendix. Sample Marketing Plan: Sonic Superphone
Glossary
References (endnotes from all chapters)
Credits (sources for exhibits, ads, screen grabs)
Index (company/product and subject together?)
| Erscheint lt. Verlag | 17.5.2007 |
|---|---|
| Sprache | englisch |
| Maße | 251 x 201 mm |
| Gewicht | 380 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-223755-5 / 0132237555 |
| ISBN-13 | 978-0-13-223755-0 / 9780132237550 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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