- 0132237555 (pbk.) :
- 9780132237550 (pbk.) :
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- Previous ed.: 2005.
- Text on inside covers.
- Includes bibliographical references and index.
- Chapter 1. Introduction to Marketing Planning 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 Integrated Marketing Communication Strategy Chapter 10. Planning Performance Measurement and Implementation Control Appendix. Sample Marketing Plan: Sonic Superphone Glossary References (endnotes from all chapters) Credits (sources for exhibits, ads, screen grabs) Index (company/product and subject together?)
University of Huddersfield Library Catalogue