The marketing plan : a handbook
著者
書誌事項
The marketing plan : a handbook
Prentice Hall, c2003
- : CD-ROM
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注記
Includes bibliographical references (p. 185-191) and index
内容説明・目次
- 巻冊次
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ISBN 9780130613172
内容説明
For marketing planning, marketing management and marketing strategy courses. This practical, hands-on supplement enables students to develop a realistic, customized marketing plan applying marketing concepts learned in the classroom. The Marketing Plan Pro software packaged with the text is a powerful tool that offers students the opportunity to create and critique marketing plans for all kinds of organizations. *User-friendly Marketing Plan Pro software packaged with the text. -Allows students to quickly and easily create customized marketing plans and critique sample plans. *Topic-by-topic integration of online and off-line resources. - Helps students locate data as they move through the process of researching and creating a customized marketing plan. *A detailed and realistic sample marketing plan, complete with annotations.- Shows students the content and format of a typical marketing plan. *Checklists summarizing and reinforcing key stages in the process of developing a marketing plan. - Prompts students to consider important issues and steps. *Specific, in-depth examples. - Shows how businesses and e-businesses actually apply key marketing concepts.
Realism also comes from the Marketing Pathfinders Quote that starts each chapter, from leading marketing experts such as Dr. Philip Kotler.
目次
1. Introduction to Marketing Planning. 2. Inside a Marketing Plan. 3. Analyzing Your Current Situation. 4. Understanding Markets and Customers. 5. Determining Goals and Direction. 6. Planning Segmentation, Targeting, and Positioning. 7. Developing Marketing Strategies and Programs. 8. Budgeting, Forecasting, and Tracking Progress. 9. Controlling Plan Implementation.
- 巻冊次
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: CD-ROM ISBN 9780130654366
内容説明
This Windows-based, easy-to-use commercial program is now available in an educational version, only from Prentice Hall. This software cannot be sold separately. This CD-ROM contains real sample plans to help you craft your own marketing plan. The software automatically assembles your text, tables, and charts into an easy-to-read report that you'll be proud to present. Links to the Web allow you to seek assistance and additional resources from useful business and market planning web sites. There is a complete user's manual contained on this CD-ROM, along with an online glossary. Package with any PH text.
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