How to prepare a marketing plan : a guide to reaching the consumer market
著者
書誌事項
How to prepare a marketing plan : a guide to reaching the consumer market
Gower, c1998
5th ed
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注記
Includes index
内容説明・目次
内容説明
Marketing today is more a management style than a group of activities under a department head, and is central to the success of a company as a whole, according to the authors. Aspects of planning are covered, from analyzing market share and deciding marketing strategy, to specific elements of the marketing mix - campaign, planning, media evaluation, sales promotion, publicity, packaging and PR.
目次
- Part I Laying the foundations: auditing the company's competitiveness
- collecting marketing information
- segmenting the market and the customer audit
- analyzing market shares
- appraising the competition. Part 2 Building the plan: deciding marketing objectives and developing marketing strategies
- the product plan
- formulating an action plan
- the promotion plan
- the pricing plan
- distribution plan
- controls. Part 3 Implementation: constraints in the implementation of marketing planning - marketing information and marketing organization - their management
- implementing the marketing plan.
「Nielsen BookData」 より