The marketing plan : a handbook

著者

    • Wood, Marian Burk

書誌事項

The marketing plan : a handbook

Marian Burk Wood

Prentice Hall, c2003

並立書誌 全1件

大学図書館所蔵 件 / 全1件

この図書・雑誌をさがす

注記

Includes bibliographical references (p. 185-191) and index

内容説明・目次

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.

「Nielsen BookData」 より

詳細情報

ページトップへ