The marketing plan handbook
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston, Massachusetts ; Upper Saddle River, New Jersey :
Prentice Hall ,
c2011
|
| Edition: | 4th ed |
| Subjects: |
Table of Contents:
- 1. Marketing planning : new urgency, new possibilities
- 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 pricing strategy
- 8. Developing channel and logistics strategy
- 9. Developing marketing communications and influence strategy
- 10. Planning metrics and implementation control