The marketing plan handbook

著者

• Wood, Marian Burk

書誌事項

The marketing plan handbook

Marian Burk Wood

Pearson Education, c2014

5th ed

注記

Includes index

内容説明・目次

内容説明

Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.

目次

Brief Contents Preface Marketing Planning: New Pace, New Possibilities Analyzing the Current Situation Understanding Markets and Customers Segmenting, Targeting, and Positioning Planning Direction, Objectives, and Marketing Support Developing Product and Brand Strategy Developing Pricing Strategy Developing Channel and Logistics Strategy Developing Marketing Communications and Influence Strategy Planning Metrics and Implementation Control Appendix. Sample Marketing Plan: PretzL Elegance Glossary. Credits. Index.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BB13231459
• ISBN:
  • 9780133078350
• LCCN: 2012036309
• 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: Boston
• ページ数/冊数: xiv, 210 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5415.13
  • DC23 : 658.8/02
• 件名:
  • LCSH : Marketing -- Management -- Handbooks, manuals, etc