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The marketing plan handbook
- Author / Creator
- Available as
- Physical
- Summary
-
Accompany CD-ROM contains Marketing Plan Pro 6.0, a Windows-based program for creating a marketing plan.
Details
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- Creator
- Marian Burk Wood
- Format
- Books
- Language
- English
- Publication
-
- Second edition
- Upper Saddle River, N.J. : Pearson Prentice Hall, [2005]
- ©2005
- Physical Details
-
- xv, 200 pages : illustrations ; 26 cm
- ISBNs
- 0131485253, 9780131485259, 0131485261, 9780131485266, 0131641492, 9780131641495, 0131968661, 9780131968660
- OCLC
- ocm56386880
- Includes bibliographical references (pages 181-191) and index.
- System requirements: Windows XP, 2000, ME, NT4, 98, 95; free disk space: 50 MB typical, plus 70 MB for Microsoft Internet Explorer 5.5 or higher (required); Premium or comparable recommended; SVGA with 256 colors minimum, 16-bit recommended; 56 Kbps modem recommended; Internet access is required for all Internet features.
- 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. Planning direction, objectives, and marketing support -- Ch. 6. Developing product and brand strategy -- Ch. 7. Developing channel and logistics strategy -- Ch. 8. Developing pricing strategy -- Ch. 9. Developing integrated marketing communication strategy -- Ch. 10. Planning performance measurement and implementation control -- App. 1. Sample marketing plan : sonicsuperphone -- App. 2. Documenting a marketing plan with Marketing Plan Pro Software