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Record Nr. |
UNINA9910153108203321 |
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Autore |
Wood Marian Burk |
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Titolo |
The marketing plan handbook / / Marian Burk Wood |
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Pubbl/distr/stampa |
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Harlow, England : , : Pearson, , [2014] |
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©2014 |
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ISBN |
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Edizione |
[Fifth, International edition.] |
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Descrizione fisica |
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1 online resource (214 pages) : illustrations |
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Collana |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Cover -- Table of Contents -- 1. Marketing Planning: New Pace, New Possibilities -- 2. Analyzing the Current Situation -- 3. Understanding Markets and Customers -- 4. Segmenting, 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 Marketing Communications and Influence Strategy -- 10. Planning Metrics and Implementation Control -- Index. |
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Sommario/riassunto |
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For marketing courses that focus on creating a marketing plan. A step-by-step guide to creating a customized marketing plan. The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan. |
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