The marketing plan handbook /

• Wood, Marian Burk

• Marketing -- Management

• Pearson Prentice Hall,

• 0132237555 (pbk.) :
• 9780132237550 (pbk.) :

• No price
• No price

• 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?)

• Direct marketing strategy planning execution
• Commonsense direct marketing
• Direct and database marketing
• Strategic Internet Marketing 2 0
• Marketing
• Strategic marketing planning and control
• Integrated marketing communications the holistic approach
• Consumers
• Research methods for business students
• Operations management