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Marketing Plan Handbook, The, 5th edition

Published by Pearson (July 14, 2021) © 2014

  • Marian Burk Wood
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  • A print text
For marketing courses that focus on creating a marketing plan.
A step-by-step guide to creating a customized marketing plan.
The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.

Brief Contents

  • Preface
  1. Marketing Planning: New Pace, New Possibilities
  2. Analyzing the Current Situation
  3. Understanding Markets and Customers
  4. Segmenting, Targeting, and Positioning
  5. Planning Direction, Objectives, and Marketing Support
  6. Developing Product and Brand Strategy
  7. Developing Pricing Strategy
  8. Developing Channel and Logistics Strategy
  9. Developing Marketing Communications and Influence Strategy
  10. Planning Metrics and Implementation Control

Appendix. Sample Marketing Plan: PretzL Elegance

Glossary.

Credits.

Index.

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