The marketing plan : a handbook

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Title:

Author:

Wood, Marian Burk.

ISBN:

9780130613172

Personal Author:

Wood, Marian Burk.

Publication Information:

Upper Saddle River, NJ : Prentice Hall, c2003.

Physical Description:

xix, 202 p. : ill. ; 26 cm. + 1 computer optical disc (4 3/4 in.)

Contents:

Ch. 1. Introduction to Marketing Planning -- Ch. 2. Analyzing the Current Situation -- Ch. 3. Understanding Markets and Customers -- Ch. 4. Planning Segmentation, Targeting, and Positioning -- Ch. 5. Determining Objectives and Strategic Direction -- Ch. 6. Developing Marketing Strategies and Programs -- Ch. 7. Budgeting, Forecasting, and Tracking Progress -- Ch. 8. Controlling Plan Implementation -- App. 1. Marketing Plan Resources -- App. 2. Sample Marketing Plan: Sonic Personal Digital Assistant -- App. 3. Documenting a Marketing Plan with Marketing Plan Pro Software.

Subject Term:

Marketing -- Management -- Handbooks, manuals, etc.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIEMSA	General Books	33168015722560	658.802 W877M 2003	1	Searching... Unknown

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Summary

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 th