Marketing Planning GuideRoutledge, 2014 M07 16 - 380 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:
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advertising allocated alternative analyzed Anytown approach audit basic behavior brand budget channel Chapter characteristics company’s compete competitive advantage competitive analysis competitors consumer analysis consumers costs Customer Relationship Management customers Darvon database database marketing decisions defined determine develop discounts distribution effort environment estimate evaluated example expenses firm firm’s forecast functions Geographic Pricing identify impact implementation income statement industry involved Johnson & Johnson keting manufacturer market segments market share marketing managers marketing mix marketing plan marketing strategy Mattel ment needs objectives operating opportunities organization organization’s organizational percent performance planner positioning strategy potential problem prod product or service product/market profit promotion questions recreational responsibility retail revenue sales force sales promotion sales volume selling shown in Exhibit specific stage Starbucks statement sumers target market techniques test market tion tive ucts variables