Marketing Planning Guide

Front Cover
Psychology Press, 2006 - 362 pages
THE CLASSIC guide to develop a marketing plan--completely updated!

The newly revised Marketing Planning Guide, Third Edition is the step-by-step guide that gives you the tools to prepare an effective marketing plan for a company, product, or service. With over 50 pages of updated material, this classic textbook has the solid foundation of knowledge and philosophy of the previous editions while adding essential new information on Internet marketing, business ethics, and an illustrative sample business plan. Worksheets at the end of each chapter guide you in creating your own plan--once all the worksheets are completed you will have roughed out your own complete marketing plan. The accompanying instructor's package includes a helpful manual, a detailed sample course syllabus, and a test bank featuring a multiple-choice and true-false questions for each chapter with answers.

This edition of the Marketing Planning Guide contains clear tables and diagrams, is fully referenced, and has updated examples for easy understanding of concepts. It shows how to:
  • analyze the market, consumers, the competition, and opportunities
  • develop strategy and marketing objectives
  • make product, place, promotional, and price decisions
  • realize the financial impact of marketing strategies
  • implement, audit, and control your marketing plan
And now the Marketing Planning Guide, Third Edition is updated to include:
  • extensive information on Internet marketing
  • new examples illustrating the process
  • a complete sample marketing plan
  • end of chapter worksheets providing step-by-step instructions
  • Internet data sources
This is the definitive book for marketing professionals who want to use a "hands on" approach for learning the planning process. It will guide anyone through the steps of preparing an effective marketing plan.
 

What people are saying - Write a review

User Review - Flag as inappropriate

help please

Contents

The Importance of Marketing Planning
3
Organizational Considerations in Marketing
19
Getting
39
ProductMarket Analysis
61
Consumer Analysis 81 Chapter 5 Consumer Analysis
81
Competitive Analysis
105
Opportunity Analysis
123
Marketing Objectives
135
Informational Needs
282
ProductMarket Analysis
284
Consumer Analysis
286
Competitive Analysis
288
Summary of Situation Analysis
290
Marketing Objectives
292
Marketing Strategy Development
293
Product Decisions
295

Marketing Strategy Development
149
Product Decisions
163
Place Decisions
185
Promotion Decisions
199
Price Decisions
217
The Financial Impact of Marketing Strategies
231
Marketing Plan Implementation
245
Monitoring and Controlling the Marketing
255
The Marketing Planning Audit
269
The Planning Audit
270
Audit Personnel
271
Objective Scope and Breadth of Audit
272
Audit Data and Reporting Format
276
Summary
277
Appendix A Worksheets
279
Organizational Consideration
281
Place Decisions
298
Promotion Decisions
300
Price Decisions
306
Financial Impact
308
Plan Implementation
310
Marketing Control
313
Marketing Planning Audit
315
WaterOriented Recreation Park
321
Objectives
326
Strategy
327
Control Procedures
330
Consumer Study
332
Notes
337
Index
345
Copyright

Other editions - View all

Common terms and phrases

Bibliographic information