The marketing plan handbook
著者
書誌事項
The marketing plan handbook
Pearson Prentice Hall, c2005
2nd ed
- : pbk
- : CD-ROM
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注記
Includes bibliographical references (p. 181-191) and index
"International edition"--On cover
内容説明・目次
内容説明
For use as a supplement the main text in marketing management, principles of marketing, and marketing strategy courses.
The Marketing Plan Handbook guides students through the complete development of a realistic, customized marketing plan applying marketing concepts learned in the classroom. The Marketing Plan Pro software bundled with the text helps students create practical plans, and allows them to critique sample marketing plans that serve as models for their own plans.
目次
1. Introduction to Marketing Planning.
2. Analyzing the Current Situation.
3. Understanding Markets and Customers.
4. Planning Segmentation, 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 Integrated Marketing Communication Strategy.
10. Budgeting, Forecasting, and Implementation Control.
Appendix 1. Sample Marketing Plan.
Appendix 2. Documenting a Plan with Marketing Plan Pro.
Glossary.
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