The marketing plan handbook

著者

• Wood, Marian Burk

書誌事項

The marketing plan handbook

Marian Burk Wood

Pearson Prentice Hall, c2008

3rd ed

• : pbk.

注記

Includes bibliographical references (p. 168-180) and indexes

内容説明・目次

内容説明

For any marketing course that requires the development of a marketing plan, such as Marketing Management, Marketing Strategy and Principles of Marketing. Wood, 3/e is the only planning handbook that guides students through the step-by-step creation of a customized marketing plan while offering Palo Alto's Marketing PlanPro (a commercial software) to aid in the process.

目次

Chapter 1. Introduction to Marketing Planning Chapter 2. Analyzing the Current Situation Chapter 3. Understanding Markets and Customers Chapter 4. Planning Segmentation, Targeting, and Positioning Chapter 5. Planning Direction, Objectives, and Marketing Support Chapter 6. Developing Product and Brand Strategy Chapter 7. Developing Pricing Strategy Chapter 8. Developing Channel and Logistics Strategy Chapter 9. Developing Integrated Marketing Communication Strategy Chapter 10. Planning Performance Measurement and Implementation Control Appendix. Sample Marketing Plan: Sonic Superphone Glossary References (endnotes from all chapters) Credits (sources for exhibits, ads, screen grabs) Index (company/product and subject together?)

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA84258968
• ISBN:
  • 9780132237550
• LCCN: 2007002233
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Upper Saddle River, N.J.
• ページ数/冊数: xv, 190 p.
• 大きさ: 25 cm
• 分類:
  • LCC : HF5415.13
  • DC22 : 658.8/02
• 件名:
  • LCSH : Marketing -- Management -- Handbooks, manuals, etc