Summary: This Fifth Edition provides readers with the knowledge, tools, and techniques they need to develop marketing plans like the pro's. Throughout the text, step-by-step procedures guide readers through each phase in creating marketing plans from scanning the environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing the plan, and everything in between. All materials presented are reinforced by livel
y case studies, and marketing plan forms that guide students and professionals in the development of their plans.
Summary: This Fifth Edition provides readers with the knowledge, tools, and techniques they need to develop marketing plans like the pro's. Throughout the text, step-by-step procedures guide readers through each phase in creating marketing plans from scanning the environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing the plan, and everything in between. All materials presented are reinforced by lively case studies, and marketing plan forms that guide students and professionals in the development of their plans. ...show less
Edition/Copyright:5TH 06 Cover: Paperback Publisher:John Wiley & Sons, Inc. Year Published: 2006 International: No
View Table of Contents
Chapter 1. Planning the Development of a Marketing Plan. Chapter 2. Scanning Your Environment. Chapter 3. Establishing Goals and Objectives. Chapter 4. Developing Marketing Strategy. Chapter 5. Developing Marketing Tactics. Chapter 6. Forecasting for Your Marketing Plan. Chapter 7. Calculating Important Financial Ratios for Your Marketing Plan. Chapter 8. Presenting the Marketing Plan. Chapter 9. Implementation.
Appendix A: Sample Marketing Plans. Appendix B: Sources of Secondary Research. Appendix C: Examples of Simple Marketing Research and a Marketing Research Checklist. Appendix D: How to Lead a Tam. Appendix E: The Concept and Application of Marketing Strategy.Appendix. Appendix F: Useful Worksheets for Market Planning. Index.
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