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035   $a(PQKBTitleCode)TC0000275191
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100   $a20040811d1991      my             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aWriting and implementing a marketing plan$b[electronic resource] $ea guide for small business owners /$fRichard F. Gerson
210   $aLos Altos, Calif. $cCrisp$dc1991
215   $a1 online resource (102 p.)
300   $aDescription based upon print version of record.
311   $a1-56052-083-3 
327   $a""TITLE""; ""COPYRIGHT""; ""ABOUT THE AUTHOR""; ""ABOUT THIS BOOK""; ""CONTENTS""; ""PART I The Business Plan""; ""CHAPTER 1: PRE-PLANNING FOR SUCCESS""; ""SAMPLE MISSION STATEMENTS""; ""MARKET BUSINESS ANALYSIS""; ""CHAPTER 2: WRITING THE BUSINESS PLAN""; ""SECTIONS OF THE BUSINESS PLAN""; ""Section 1: Executive Summary""; ""Section 2: Company Analysis""; ""Section 3: Industry Analysis""; ""Section 4: Market Analysis""; ""Section 5: Strategic Analysis""; ""Section 6: Management Analysis""; ""Section 7: Financial Analysis""; ""PART II Writing the Marketing Plan ""; ""EXECUTIVE SUMMARY""
327   $a""CHAPTER 3: THE MARKET ANALYSIS""""Market Rearch""; ""Market Attractiveness""; ""TARGET MARKET ATTRACTIVENESS RATING SCALE""; ""Product Life Cycle""; ""Company Analysis""; ""SWOT ANALYSIS""; ""Competitor Analysis""; ""Writing and Implementing a Marketing Plan 19 COMPETITORSa??? COMPARATIVE CHARACTERISTICS""; ""COMPETITOR ANALYSIS: MARKETING MIX""; ""Customer Analysis""; ""Cooperator Analysis""; ""Product/Program/Service Analysis and Evaluation""; ""PRODUCT/SERVICE EVALUATION""; ""CHAPTER 4: MARKET SEGMENTATION AND TARGET MARKET SALECTION""
327   $a""Market Segmentation and Target Market Selection Criteria""""Customer Analysis and Characteristics""; ""TARGET MARKET CHARACTERISTICS""; ""Other Ways to Segment the Market""; ""Getting to Know Your Customer""; ""CHAPTER 5: DEVELOPING THE MARKETING MIX""; ""GOALS AND STRATEGIES FOR THE MARKETING MIX""; ""Marketing Action Plans""; ""NEXT TASK""; ""CHAPTER 6: THE PROMOTIONAL MIX""; ""ADVERTISING""; ""PUBLIC RELATIONS""; ""NEWS RELEASE""; ""DIRECT OR PERSONAL SALES""; ""SALES PROMOTIONS""; ""CREATIVE DEVELOPMENT PLAN""; ""CREATIVE DEVELOPMENT PLAN""
327   $a""CHAPTER 7: MARKETING RESULTS AND SUPPORT DOCUMENTS""""Marketing Results""; ""Support Documents""; ""The Completed Plan""; ""MARKETING PLAN""; ""PART III Implementing the Marketing Plan""; ""MARKETING DEFINITION""; ""ADVERTISING AGENCIES""; ""ADVERTISI MEDIA""; ""ADVERTORIALS""; ""ARTICLES""; ""AWARDS""; ""BALLOONS AND BLIMPS""; ""BARTER""; ""BILLBOARDS""; ""BOARD OF DIRECTORS""; ""BROCHURES""; ""BUDGETS""; ""BULLETIN BOARDS""; ""BUNDLING (PIGGYBACKING)""; ""BUSINESS CARDS""; ""BUSINESS MEALS""; ""CATALOGS""; ""CHARITIES""; ""CONFIRMATION CALLS""; ""CONTESTS""; ""CO-OP ADVERTISING""
327   $a""CO-OP REFERRAL LISTS""""COUPONS""; ""CROSS PROMOTIONS (JOINT VENTURE MARKETING)""; ""CUSTOMER APPRECIATION PROGRAMS""; ""CUSTOMER OF THE MONTH (OR YEAR)""; ""CUSTOMER SERVICE""; ""CUSTOMER SURVEYS""; ""DEMONSTRATIONS""; ""DIRECT MAIL""; ""DIRECT RESPONSE ADVERTISEMENTS""; ""DIRECTORIES""; ""DISPLAYS""; ""DOOR HANGERS""; ""EXPANDED BUSINESS HOURS""; ""FAIRS""; ""FLYERS""; ""GIFT CERTIFICATES""; ""GIVE AWAYS""; ""GRAND OPENING""; ""GUARANTEES""; ""HELP LINES""; ""HOST OR HOSTESS""; ""IMAGE""; ""INCENTIVES""; ""INSERTS""; ""IN-SERVICE TRAINING""; ""INTERNS""; ""LEAD BOXES""; ""LEADS CLUBS""
327   $a""LETTERS TO THE EDITOR""
606   $aMarketing
606   $aMarketing$vDictionaries
606   $aSmall business
606   $aBusiness planning
608   $aElectronic books.
615  0$aMarketing.
615  0$aMarketing
615  0$aSmall business.
615  0$aBusiness planning.
700   $aGerson$b Richard F$089648
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910450380503321
996   $aWriting and implementing a marketing plan$915791
997   $aUNINA