Marketing planning : a step-by-step guide
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| Format: | Book |
| Language: | English |
| Published: |
New York :
Prentice Hall ,
c1997
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| Subjects: |
Table of Contents:
- 1. Marketing planning and strategy: what it is and why it is needed
- 2. What we know what makes business profitable
- 3. The product life cycle: how the PLC drives your markets
- 4. Every company has strengths and weaknesses: how to understand and use your company's strengths and weakness
- 5. How to conduct a focused market review
- 6. How to conduct a competitive analysis
- 7. Analyzing your environment and dealing with what is "out there"
- 8. Where do you want to get to? developing your own mission statement
- 9. Marketing intelligence and your customers
- 10. Sales force planning and management
- 11. Advertising, sales and trade promotion
- 12. All competition is now global
- 13. Technology-It is changing everything you do in business
- 14. Pulling it all together to develop a winning strategic marketing plan