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Marketing Plan

Marketing Plan - 5th edition

ISBN13: 978-0471755296

Cover of Marketing Plan 5TH 06 (ISBN 978-0471755296)
ISBN13: 978-0471755296
ISBN10: 047175529X
Cover type: Paperback
Edition/Copyright: 5TH 06
Publisher: John Wiley & Sons, Inc.
Published: 2006
International: No

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Marketing Plan - 5TH 06 edition

ISBN13: 978-0471755296

William A. Cohen

ISBN13: 978-0471755296
ISBN10: 047175529X
Cover type: Paperback
Edition/Copyright: 5TH 06
Publisher: John Wiley & Sons, Inc.

Published: 2006
International: No
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.

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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