A step-by-step guide to creating a customized marketing plan. 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. The fourth edition includes dozens of new examples, a new conceptual model, and current coverage of the latest developments found in marketing today.
Table of Contents
Chapter 1: Marketing Planning: New Urgency, New Possibilities Chapter 2: Analyzing the Current Situation Chapter 3: Understanding Markets and Customers Chapter 4: Planning Segmentation, Targeting, and Positioning Chapter 5: Planning Direction, Objectives, and Marketing Support Chapter 6: Developing Product and Brand Strategy Chapter 7: Developing Pricing Strategy Chapter 8: Developing Channel and Logistics Strategy Chapter 9: Developing Marketing Communications and Influence Strategy Chapter 10: Planning Metrics and Implementation Control